BiOptix Diagnostics Corp.

To promote its expansion into the surface plasmon resonance marketplace, the privately held BiOptix Diagnostics Corp. of Boulder, Colo., has unveiled its new corporate brand identity and tagline: “Kinetics with Confidence.” The brand is designed to reflect the company’s mission of transforming how scientists perform label-free kinetic analysis on proteins, nucleic acids and small molecules. “BiOptix is rapidly expanding, and we needed a brand and corporate identity that reflects the aspirations of the company as well as communicates our value proposition to our core customer base,” said Ken Wilczek, vice president of sales and marketing. The company develops analytical biosensor instrumentation.