HighRes debuted at SLAS2026 with a new brand identity created in collaboration with the Canadian agency Tomorrow and the typography studio ABC Dinamo. For a company operating in the field of biological laboratory automation, the redesign was an important step. Behind the new logo is a desire to align the brand’s image with its current standing and the position it has earned in the laboratory industry over 20 years of operation.
The company was founded in 2004 in Massachusetts and has since been helping large scientific laboratories automate routine operations, improve experimental accuracy, and conserve resources. Over the years, HighRes’s developments have become a benchmark for the market, but the brand’s previous look no longer aligned with its products. It appeared older and weaker than the technological foundation behind it.
The new style breaks away from the usual biotech clichés. References to the double helix and other laboratory symbols have been removed from the brand identity. They have been replaced by a clean, typographic HighRes logo set in a sans-serif typeface created specifically for the project. The letterforms look neat, high-tech, and slightly futuristic, while the softness of the lines removes any excessive coldness and makes the image more relatable to the people who work with these systems every day.
The foundation is a black-and-white color scheme associated with scientific precision and clear communication. Accents include the vibrant blue “Accelerator Blue” and the orange “Catalyst Orange.” They enliven the system and help build the brand’s image around three qualities: clarity, precision, and practical utility for laboratories.
HighRes also needed a style change for another reason. The company operates in an industry where robotic systems, automation, and AI-based tools are becoming increasingly intertwined. Against this backdrop, it was important for the brand to demonstrate that, despite the equipment’s complexity, there lies human logic and tangible benefits for the research community. The new look helps convey this message more clearly, powerfully, and convincingly.
The redesign has reinforced the image of an experienced technology company and helps build a more dynamic connection with the scientific community, clients, and partners.