What's New

We refined the Trademarks and Standards page to make product name usage clearer, tighter, and easier to apply across all materials.

What's new

• Defined do’s and don’ts
  Clear guidance on how to correctly use full product names, approved abbreviations, and related names across the portfolio.
• First-mention rule clarified
  The full product name must appear exactly as shown in the “Product Names, Abbreviations and Related” table, including ® or ™, on first use in any document. After that, approved abbreviations may be used.
• Trademark usage alignment
  All references must follow the established Trademark Usage Rules for symbol application and formatting.

This ensures consistency, legal accuracy, and stronger Masterbrand alignment across every touchpoint.

The new digital brand guideline brings all of Veracyte’s brand standards into one place so teams can work consistently and update content without chasing scattered files. It gives every group a clear, shared reference for how the brand comes to life across communication, products, and events.

What's included

• Verbal Identity
  How we speak as the Ally, including messaging structure and tone guidance.
• Visual Identity
  Core elements like color, typography, layout rules, and system components.
• Product Brand Guidelines
  Standards for each product line, with examples of how the system flexes across clinical and customer materials.
• Event Brand Guidelines
  Direction for booths, signage, and environmental applications to keep our event presence unified.
• Resources
  Downloadable assets and tools that support day-to-day execution.

We are rolling out a clearer, more structured approach to Veracyte names and how trademarks apply across every touchpoint. The goal is to remove guesswork, tighten consistency, and make sure every product, program, and initiative ladder back to the Masterbrand without confusion.

‍What’s new

• Defined trademark levels
  Guidance on when to use ™, ®, or no mark at all, with specific rules for headlines, body copy, labels, and digital assets.
• Correct first-mention and subsequent-mention usage
  Standards that outline when trademarks appear, how often, and how they pair with product descriptors.