BOOK_03 THE VISUAL STANDARDS GUIDE
THERANOS
THE VISUAL STANDARDS GUIDE
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“THE BEST WAY TO PREDICT THE FUTURE IS TO CREATE IT.” –ABRAHAM LINCOLN
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THE NEW MARK
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THERANOS
THE VISUAL STANDARDS GUIDE
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CONTENTS THE NEW MARK 01 03
08 12 14 16
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OUR NEW LOGO CLEARSPACE DIMENSION RESTRICTIONS IMPROPER LOGO USAGE
THE NEW MARK
OUR NEW LOOK 02 03
22 24 28
COLOR STANDARDS TYPOGRAPHY STANDARDS BUSINESS SYSTEM
MOVING FORWARD 03 03
34 36
OUR NEW UNIVERSE EXTENSIONS
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THE VISUAL STANDARDS GUIDE
THE NEW MARK
THE NEW MARK 01 03
OUR NEW LOGO CLEARSPACE DIMENSION RESTRICTIONS IMPROPER LOGO USAGE
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THE VISUAL STANDARDS GUIDE
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OUR NEW LOGO THE REVIVAL OF THE BRAND
The new mark of Theranos represents the revival of the brand. The mark combines pixels, an opened window and the letter T together. This combination conveys that Theranos will empower people by providing accessible information. At Theranos, we strive to stand by the meaning of our mark and live by the meaning embedded in the design.
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THE NEW MARK
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MARK SYMBOLISM
Our new logo contains innovative thinking. The logo is the combination of three main ideas to represent the soul of Theranos. Pixels mean information. An opened window means access. The letter T is the initial letter of Theranos. This combination conveys that Theranos will empower people by providing accessible information.
+
+ PIXELS
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WINDOW
T
=
LETTER T
SYMBOL
THE NEW MARK
LOGO COMPONENTS
The main logo of Theranos has two main components that are symbol and word-mark. These two components will be used in different purpose depends on the design situation. when we combine the symbol and the wordmark, we call it the signature.
SYMBOL WORD-MARK
SIGNATURE
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THE VISUAL STANDARDS GUIDE
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CLEAR SPACE MAKE THE LOGO CLEARLY SEEN
The new Theranos logo needs clear space to keep the visual system consistent. It is necessary to designate clear space for all versions of our logos to ensure that there is a sufficient amount of space around the logo for it to be clearly seen, without interruption. There shouldn’t be any graphic, text or other sort of element within the “clear space” area.
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THE NEW MARK
x
6x
2x
6x
2x
2x
8x
6x
4x
5x
2x
3x
3x
3x
2x
3x
6x
2x
80
3x
3x
2x
x
4x
30x
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THE VISUAL STANDARDS GUIDE
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ALTERNATE VERSIONS THREE VERSIONS
Our new mark exists in three versions. [A] The symbol accompanies the word-mark. [B] The symbol stands in solitude. [C] The symbol is missing leaving only the word-mark.
[A] Signature
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THE NEW MARK
[B] Symbol
[C] Word-mark
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THE VISUAL STANDARDS GUIDE
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DIMENSION RESTRICTIONS ADAPTING TO ANY ENVIRONMENT
Dimension restrictions help indicate the size that proper to use different versions of our new Theranos logo. This diagram will also help determine which versions to use in print, digital media, or signage, depending on its size requirements.
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THE NEW MARK
> 20 Inch
> 10 Inch
> 1 Inch
> 0.5 Inch SIZE BY HEIGHT
[A] Signature
[B] Symbol
[C] Word-mark
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THE VISUAL STANDARDS GUIDE
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IMPROPER LOGO USAGE EXAMPLES OF WHAT NOT TO DO TO OUR MARK
Logo distortion is not allowed. Theranos’ logo should not be distorted or modified in any way. This applies to every element of the logo. Breaking these rules could lead to conflicts such as an unrecognisable identity of the logo and misunderstanding of the brand to viewers. The following are examples of alterations that must be avoided.
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THE NEW MARK
DROP-SHADOW
STRCTCH
MISCOLOR 01
MISCOLOR 02
OUTLINE
MISPLACE
BACKGROUND
GRADIENT
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THE VISUAL STANDARDS GUIDE
02 OUR NEW LOOK
OUR NEW LOOK 02 03
COLOR STANDARDS TYPOGRAPHY STANDARDS BUSINESS SYSTEM
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THE VISUAL STANDARDS GUIDE
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COLOR STANDARDS TWO MAIN COLORS
The better future of Theranos is represented by two main colors, Theranos Blue and Theranos Gray. Gray is a cool, neutral, and balanced color which is typically associated with being formal and sophisticated. Symbolism associates blue with freedom, strength and new beginnings.
THERANOS GRAY Cool Grey 11 C Pantone Solid Coated: Pantone Solid uncoated: Cool Grey 11 U C: M: Y: K:
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0 0 0 90
R: G: B:
60 60 59
OUR NEW LOOK
THERANOS BLUE 297 C Pantone Solid Coated: Pantone Solid uncoated: 2985 U C: M: Y: K:
70 0 0 0
R: G: B:
11 187 239
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THE VISUAL STANDARDS GUIDE
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TYPOGRAPHY STANDARDS_01 INTRODUCING THE HEADLINE TYPEFACE
KLINT STD
(TITLE / SUBTITLE)
Klint Std is a sans serif typeface with a technical appearance and humanistic steak. This typeface created to use for technology purposes such as mobile phone, computer software,and hard ware. So, this typeface really contains the tone of information and fit the overall visual of new Theranos.
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A
OUR NEW LOOK
KLINT STD ITALIC
KLINT STD REGULAR
A B C D E F G H I JK LM N O P Q R STU VW X YZ
A BCDEFG HIJ KL M NO PQ RSTU VWX YZ
A B C D E F G H I JK LM N O P Q R STU VW X YZ
A BCDEFG HIJ KL M NO PQ RSTU VWX YZ
0123456789
0123456789
KLINT STD BOLD ITALIC
KLINT STD BOLD
A B CDE F G HI J K L MN O P Q RST U V W X Y Z
A B CD EF GH I JKLMN OPQRSTU VW XY Z
A B CDE F G HI J K L MN O P Q RST U V W X Y Z
A B CD EF GH I JKLMN OPQRSTU VW XY Z
01 23 4 5 6 7 8 9
0123456789
KLINT STD BLACK AB CDE FG H IJKLM NO PQ R STUV WXY Z AB CDE FG H IJKLM NO PQ R STUV WXY Z 0123456789
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TYPOGRAPHY STANDARDS_02 INTRODUCING THE BODY TEXT TYPEFACE
UNIVERS
Univers is the name of a large sans-serif typeface family designed by Adrian Frutiger and released by his employer Deberny & Peignot in 1957. The design concept of Univers was intended to take advantage of the new technology of phototypesetting, in which fonts were stored as glass discs rather than as solid metal type and matrices for every size to be used.
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A
(BODY TEXT / CAPTION)
OUR NEW LOOK
UNIVERS 45 LIGHT
UNIVERS 45 LIGHT
A B C DE F G H IJ K L MN OP QRS T U V WXYZ
A B C D EFG H IJKLM N OPQR STU VWXYZ
A B C DE F G H IJ K L MN OP QRS T U V WXYZ
A B C D EFG H IJKLM N OPQR STU VWXYZ
01234 5 6 7 8 9
0123456789
UNIVERS 55 OBLIQUE
UNIVERS 55 ROMAN
AB C DEF GH IJ K L MNOP QR ST UV WX Y Z
A B C D EFGH IJK LM NOPQR S TUV WX Y Z
AB C DEF GH IJ K L MNOP QR ST UV WX Y Z
A B C D EFGH IJK LM NOPQR S TUV WX Y Z
01234 5 6 7 8 9
0123456789
UNIVERS 65 BOLD OBLIQUE
UNIVERS 65 BOLD
AB C DEF GH IJ K L MNOP QR ST UV WX Y Z
A B C D EFGH IJK LM NOPQR S TUV WX Y Z
AB C DEF GH IJ K L MNOP QR ST UV WX Y Z
A B C D EFGH IJK LM NOPQR S TUV WX Y Z
01234 5 6 7 8 9
0123456789
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THE VISUAL STANDARDS GUIDE
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BUSINESS SYSTEM MINIMAL AND CLEAN
The business system is designed with a minimal and clean tone to get a welcome feeling. The rest of the design is based on function to make it easy to use and integrate with our corporate Theranos color scheme.
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OUR NEW LOOK
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THE VISUAL STANDARDS GUIDE
MOVING FORWARD 03 03
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NEW APPROACH COLLABORATIVE FUTURE EXTENSIONS
MOVING FORWARD
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THE VISUAL STANDARDS GUIDE
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OUR NEW UNIVERSE A GLIMPSE INTO THE FUTURE
As part of our re-branding initiative, we’re also presenting a glimpse into the whole organization. We’re extending our products and services into two sectors: physical, and mental. The chart on the following page will graph out in detail where these products and services exists and how they fit in our ecological infrastructure.
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OUR NEW LOOK
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OUR NEW UNIVERSE PHYSICAL P_01
SLEEP INCUBATOR
PR
SE
EN
EV
CO
ED
P_02
LIMB GROWER
PR
SE
EN
EV
CO
ED
P_03
X-RAY PROJECTOR
PR
SE
EN
EV
CO
ED
P_04
MEAL REPLACER
PR
SE
EN
EV
CO
ED
P_05
NERVE REGENERATOR
PR
SE
EN
EV
CO
ED
P_06
DISEASE DETECTOR
PR
SE
EN
EV
CO
ED
P_07
GENE TAILOR
PR
SE
EN
EV
CO
ED
P_08
NANO CURER
PR
SE
EN
EV
CO
ED
P_09
INJURY DEFENDER
PR
SE
EN
EV
CO
ED
VISCUS PROTECTOR
PR
SE
EN
EV
CO
ED
P_10
MENTAL M_01
AI DOCTOR
PR
SE
EN
EV
CO
ED
M_02
THOUGHT CONTROLLER
PR
SE
EN
EV
CO
ED
M_03
EMOTION ADJUSTER
PR
SE
EN
EV
CO
ED
M_04
MEMORY KEEPER
PR
SE
EN
EV
CO
ED
M_05
MENTAL FIXER
PR
SE
EN
EV
CO
ED
M_06
BIO ACADEMY
PR
SE
EN
EV
CO
ED
M_07
BIO HOSPITAL
PR
SE
EN
EV
CO
ED
M_08
BIO ARENA
PR
SE
EN
EV
CO
ED
M_09
THERANOS & WALGREENS
PR
SE
EN
EV
CO
ED
THERANOS & SPACE X
PR
SE
EN
EV
CO
ED
M_10 PR
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PRODUCT
SE
SERVICE
EN
ENVIRONMENT
EV
EVENT
CO
CO BRANDING
ED
EDUCATION
MOVING FORWARD
PHYSICAL
P_01
P_02
BODY
P_03
P_04
P_10
ORGAN
P_09
M_01
M_04
CONSCIOUSNESS
M_02
EMOTION
CELL
P_08
P_06
M_03
P_05
P_07
GENES
M_05
CONNECTIONS
M_09
M_08
M_06
SOCIETY
M_07
M_10
MENTAL
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BRAND EXTENSIONS PRODUCTS
SLEEP INCUBATOR
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“Grow your own customized limbs.”
P_01
DESCRIPTION:
For our patients, our incubators provide recovery in less than a night. These incubators are connected to your AI doctor, so it is programmed to treat specific areas in the body with trained technicians. If will also monitor your sleep conditions and help you sleep better.
SIMILARITIES:
It’s similar to Podtime/ Jetblue.
DIFFERENCES:
But the sleep incubator can help you to recover sooner by treating specific areas in the body.
MISSION:
It fulfills the mission by making people recover sooner and helping people sleep better.
MOVING FORWARD
MEMORY KEEPER
“Backup your memories.”
M_04
DESCRIPTION:
Memory keeper is a helmet which scans the patients’ brain to create a backup of their thought, memories, knowledge, and experiences. These backups will not only serve as a collection of the patient’s memories, but also serve as recovery save point for patients in case of Alzheimer’s disease.
SIMILARITIES:
It’s similar to Revzilla/ Bogner.
DIFFERENCES:
But the Memory Keeper can help people to backup their memories.
MISSION:
It fulfills the mission by securing people’s memories.
VISCUS PROTECTOR
“Protect you from the inside.”
P_10
DESCRIPTION:
Viscus Protector are Nanobots which are able to capture and retrieve tissues and cells will be injected inside your body. They also be able to operate in hard-to-reach locations and carry out procedures at scale as low as the cellular level.
SIMILARITIES:
It’s similar to viscus surgery.
DIFFERENCES:
But the Viscus Protector can protect your viscus from inside at scale as low as the cellular level.
MISSION:
It fulfills the mission by protecting people from inside.
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THE VISUAL STANDARDS GUIDE
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MEAL REPLACER
P_04
DESCRIPTION:
Our supplements are engineered to replace meals for our patients with optimal nutrition. These supplements are guaranteed to show results in both our patient’s mental and physical performance.
SIMILARITIES:
It’s similar to Soylent / Ambronite.
DIFFERENCES:
But the Meal Replacer can help people in both mental and physical performance.
MISSION:
It fulfils the mission by empowering people to choose their own healthier lifestyle.
DISEASE DETECTOR
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“Choose your healthier lifestyle.”
“Get your customized health information.”
P_06
DESCRIPTION:
Disease detector is a smart device which is so small that you can insert it under your skin. This device connects to your AI doctor. It will inspect your body daily and send the report to your AI doctor. Once it detects anything irregular, it will warn you and give you advice.
SIMILARITIES:
It’s similar to Apple Watch/ Android Wear.
DIFFERENCES:
But the Disease Detector is way smaller and more accurate. It’s also connects to your AI doctor.
MISSION:
It fulfils the mission by providing customized health information, and leads them to a healthier life.
MOVING FORWARD
EMOTION ADJUSTER
“Boost your mental agility to control your emotions.” M_03
DESCRIPTION:
Emotion Adjuster is a smart drug that can improve people’s mental ability to control their emotion by using substances called cognitive enhancers. Emotion Adjuster give boost in mental agility and control by increasing the cerebral circulation and brain metabolism.
SIMILARITIES:
It’s similar to Citalopram / Paroxetine.
DIFFERENCES:
But the Emotion Adjuster can boost people’s mental agility to control their emotions.
MISSION:
It fulfills the mission by helping people to get control of their emotions.
THOUGHT CONTROLLER “Control your smart device by your thoughts.”
M_02
DESCRIPTION:
Thought Controller is a brain-connected system via devices that uses real-time sensors to power applications using the patient’s concentration. Some applications include personal laptops, lights, and vehicles. This gives the ultimate mobility and convenience to patients who are physically immobile.
SIMILARITIES:
It’s similar to Universal Remote.
DIFFERENCES:
But the Thought Controller helps people to control their smart device by their thoughts.
MISSION:
It fulfills the mission by giving people ultimate mobility and convenience.
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THE VISUAL STANDARDS GUIDE
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BRAND EXTENSIONS SERVICES
GENE TAILOR
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“Tailor your genes for your own needs.”
P_07
DESCRIPTION:
Gene Tailor focuses on gene therapy techniques to help people who has a defective gene. It involves the introduction of foreign DNA or synthetic genes into the organism of interest. Gene Tailor aims to fix gene defects without surgery.
SIMILARITIES:
It’s similar to 23andMe / Color Genomics.
DIFFERENCES:
But the gene tailor treats a disorder by inserting a gene into a patient’s cells instead of using drugs or surgery.
MISSION:
It fulfills the mission by providing information at the level of genes and fix their gene defects.
MOVING FORWARD
NERVE REGENERATOR
“Regenerate your nerve system.”
P_05
DESCRIPTION:
Patients who are quadriplegic can now regain control using our nerve regenerator. Our Nerve Regenerators which are ingestible nanorobots self-assemble into nano fibers that repair and restructure the human nervous system.
SIMILARITIES:
It’s similar to neuroregenerative medicine at Mayo Clinic.
DIFFERENCES:
But the Nerve Regenerator can repair and restructure people’s nervous system.
MISSION:
It fulfills the mission by helping people to regain control of their body.
MENTAL FIXER
“Alter your behavioral traits.”
M_05
DESCRIPTION:
Based on a significant discovery from the Bio Hospital, our scientists have found a way to alter our behavioral traits. That means Theranos can now alter the genes that influence personality traits and disorders.
SIMILARITIES:
It’s similar to vortioxetine / vilazodone.
DIFFERENCES:
But the Mental Fixer works by altering the genes that influence behavioral traits.
MISSION:
It fulfils the mission by fixing the mental disorders.
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AI DOCTOR
M_01
DESCRIPTION:
This service will provide patients an AI doctor who can answer their personal health questions anytime through their smart devices. The AI doctor can take the patients’ history and symptoms, perform an exam and recommend treatment.
SIMILARITIES:
It’s similar to Doctor Insta / DoctorOnDemand.
DIFFERENCES:
But the AI Doctor connects to your Disease Detector, and will give you specific suggestions.
MISSION:
It fulfills the mission by providing people customized health information.
X-RAY PROJECTOR
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“Talk to your doctor whenever you want.”
“See through your own body.”
P_03
DESCRIPTION:
X-Ray projector works in conjunction with other products and services focused on visualization. X-Ray projector can scan the vast systems of people’s bodies, and project that out as a hologram. It can automatically pinpoint the area where is injured and proceed with the next phase for recovery.
SIMILARITIES:
It’s similar to X-Ray.
DIFFERENCES:
But the X-Ray projector can visualize the result of scanning and project it as a hologram.
MISSION:
It fulfills the mission by visualizing the result of scanning.
MOVING FORWARD
NANO CURER
“Cures you without side effects.”
P_08
DESCRIPTION:
Nano Curer can deliver drugs to specific cells using nanoparticles. It is intended to reduce the side effects of drugs with concomitant decreases in consumption and treatment expenses.
SIMILARITIES:
It’s similar to Aspirin / Penicillin.
DIFFERENCES:
Nano Curer is less invasive and can possibly be implanted inside the body and make biochemical reaction times much shorter.
MISSION:
It fulfils the mission by help people recover sooner without side effects.
LIMB GROWER
“Grow your own customized limbs.”
P_02
DESCRIPTION:
Limb Grower is a program which can help patients grow their customized limbs. The patients can choose their favorite material for their new limb.
SIMILARITIES:
It’s similar to artificial limb.
DIFFERENCES:
But the limb grower can grow customized limbs based on patients’ genes.
MISSION:
It fulfils the mission by providing people customized limbs.
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THE VISUAL STANDARDS GUIDE
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BRAND EXTENSIONS ENVIRONMENT
BIO ARENA
M_08
DESCRIPTION:
Bio Arena is a facility focusing on both physical and mental training. Our facilities offer equipment and programs for both physical and mental endurance. The arena is where our patients can test their new skills, modifications, and mental agility.
SIMILARITIES:
It’s similar to Recovery Center.
DIFFERENCES:
But customized for our patients.
MISSION:
It empowers people by helping people to get used to their modifications after treatments.
BIO HOSPITAL
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“Test your modifications.”
“Grow your own customized limbs.”
M_07
DESCRIPTION:
Our Bio Hospitals are spaces where we provide services and experiences to our patients. We take care our patients from genes to their whole body.
SIMILARITIES:
It’s similar Mayo Clinic / UCLA Medical Center.
DIFFERENCES:
But the Bio Hospital is connected to patients’ Disease Detector and AI Doctor which will provided patients’ detailed information.
MISSION:
It empowers people to have a healthier life.
MOVING FORWARD
BRAND EXTENSIONS CO BRANDING
THERANOS & WALGREENS
“Get your genetic medicine from Walgreens” M_09
DESCRIPTION:
Theranos is teaming up with Walgreens again to provide the genetic medicine to people. This pharmacy works closely with patients in clinical trials and in our hospitals undergoing treatment.
SIMILARITIES:
It’s similar to Walgreens pharmacy.
DIFFERENCES:
But it will provide genetic medicine.
MISSION:
It fulfills the mission by providing genetic medicine to people.
THERANOS & SPACE X “Get ready to go to space.”
M_10
DESCRIPTION:
Theranos is teaming up with Space X to explore space. All astronauts will be physically and mentally conditioned by Theranos’ training program.
SIMILARITIES:
It’s similar to NASA.
DIFFERENCES:
But it will take care of astronauts physically and mentally.
MISSION:
It fulfills the mission by helping people to explore the space to learn more beyond ourselves.
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BRAND EXTENSIONS EVENT
INJURY DEFENDER
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“Learn how to avoid injury in the gym.”
P_09
DESCRIPTION:
Injury Defender is a program that trains people in ways to avoid injury in the gym based on their personal health information. It will provide customized suggestions to show how to work out correctly without getting hurt.
SIMILARITIES:
It’s similar to Personal trainer.
DIFFERENCES:
But the Injury Defender is connected to the AI doctor and will provide customized suggestions.
MISSION:
It fulfills the mission by providing information of how to avoid injury in the gym.
MOVING FORWARD
BRAND EXTENSIONS EDUCATION
BIO ACADEMY
“Provides you with accessible information.”
M_06
DESCRIPTION:
Bio Academy is the medical education center for people who want to learn more about the new medical technology. Students can learn all the technologies and skills here. Our goal is to empower them by providing accessible information.
SIMILARITIES:
It’s similar to School of Medicine / Medical College of Wisconsin.
DIFFERENCES:
But every one can join the Bio Academy for free. MISSION:
It empowers people by providing accessible information.
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“DESIGN CREATES CULTURE. CULTURE SHAPES VALUES. VALUES DETERMINE THE FUTURE.” –ROBERT L. PETERS
PHOTO SOURCES
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SOURCE WEB PAGE
02-03
https://mir-s3-cdn-cf.behance.net/project_modules/fs/82b8e831967273. 5668c010ee6ba.jpg
04-05
https://mir-s3-cdn-cf.behance.net/project_modulema_3840/245fc8369037 79.572d6a2beef30.jpg
06-07
https://mir-s3-cdn-cf.behance.net/project_modules/fs/2b8a9331967273. 5668c0938e78e.jpg
20-21
https://mir-s3-cdn-cf.behance.net/project_modules/max_3840/119965369 03779.572d6a2befa52.jpg
30-31
https://mir-s3-cdn-cf.behance.net/project_modules/max_3840/3a0584369 03779.572d6a2bf08a0.jpg
48-49
https://mir-s3-cdn-cf.behance.net/project_modules/max_3840/3a0584369 03779.6390te21.jpg