Affinité Instruments Inc. — Confidential Brand Reference
Two brands.
One platform. One mission.
Everything a third party needs to produce on-brand content for Affinité Instruments and AffiBio.
Why We Exist
Strategic Context
Understanding the problem we solve and the platform we've built is essential context for every piece of content we create.
The Problem — Four Barriers to SPR
Surface Plasmon Resonance is the gold standard for measuring molecular binding — the data behind drug discovery, biologics development, and fundamental biochemistry. The market is $2B+. But it has been built almost exclusively for the top 20% of labs. The barriers have never been scientific. They have been structural.
These are not problems that better marketing solves. We built products and services that remove the barriers themselves.
What We Are
We are a translational biosensing platform — not just a research instrument company with service revenue.
- Affinité Instruments removes the barrier of cost and complexity. The product story.
- AffiBio removes the barrier of access and expertise. The service story.
- Both are powered by the same proprietary technology stack. Both serve the same underlying customer need.
Our Technology — What No One Else Has
Lensless SPR
A fundamentally different optical architecture — not a cheaper version of existing instruments. Consequences: lower cost, smaller footprint, greater robustness, and the possibility of true portability. This is the foundation everything else is built on.
Afficoat
Proprietary surface chemistry that controls non-specific binding — the most common source of noise in SPR data. Result: cleaner data, better reproducibility, accessible to non-specialists. The connective tissue between both brands: same chemistry in service and product.
Affilabs.core + Sparq
Affilabs.core guides any user from sample to data, regardless of prior SPR experience. No data lock-in. Sparq is the AI assistant layer — handles experiment design, troubleshooting, and interpretation, reducing the expertise barrier further.
Core Values
Accessibility is a design problem, not a market segment.
We do not make a "budget" version of SPR. We rethink how SPR is built, delivered, and supported. Every decision is evaluated: does it lower the barrier, or recreate it?
Scientific integrity above marketing convenience.
We say what our technology can do. We acknowledge what it cannot. Trust is the asset — it takes years to build and one overpromise to lose.
The customer owns what we build.
Our software does not lock in data. Our Prototype service ends with the customer holding a method they own and can run themselves. We build capability in people, not dependency on us.
Expertise should travel.
If a researcher cannot ship their samples, we bring the instrument to them. If they cannot afford an instrument, we bring the expertise. We remove geographic, financial, and structural barriers — not just technical ones.
Key Ideas — What Every Communication Should Reinforce
The technology works. What hasn't worked is how it has been packaged, priced, and delivered. We exist to fix the packaging — not improve the science of SPR itself (though we do that too).
We solve a different problem with a different architecture for a different buyer. The comparison to enterprise instruments establishes context — it does not position us as a lesser version of them.
Designed, built, and supported by a team with 10+ years of SPR expertise and an active publication record. This is not a commodity platform. The expertise is the differentiator.
"Accessible" means: a price an academic lab can justify, a learning curve a non-specialist can climb, an instrument small enough to fit on a bench, a service you can start for $2K. Always follow "accessible" with a concrete example.
AI-driven drug discovery, aptamer development, in silico screening — these markets are creating binding data demand faster than legacy vendors can serve. We are building for where the work is going.
Overview
Brand Architecture
One company. Two entry points into SPR. Both brands share DNA — differentiated by colour, voice, and audience.
Brand 1 — Products
AffiInstruments
"SPR is now within reach for your lab."
SPR instruments for labs that want to own the technology. Technology-forward, product-led. Removes the barrier of cost and complexity.
affiinstruments.com
Brand 2 — Services
AffiBio
"SPR expertise is now within reach for your program."
Expert SPR as a service — no instrument required. People-forward, service-led. Removes the barrier of access and expertise.
affibioanalytics.com
Parent Company
Affinité Instruments Inc. — Les instruments scientifiques affinités inc.
Corporate site: affinitesci.com · Email: @affinitesci.com
AffiBio is a brand under Affinité Instruments Inc., not a separate legal entity. Both brands are run by the same team ("Affiniteam") and built on the same proprietary technology platform.
Brand 1
AffiInstruments
Technology-forward, product-led. Scientist-to-scientist. Leads with what the instrument does, then what that means for the researcher.
Logo Variants
Signal BlueDefault — light bg
WhiteDark backgrounds
BlackSingle-colour print
TealCo-branded w/ AffiBio
Icon — Signal Blue
Icon — White
Do not use the legacy blue variants (blue legacy, emerald, amber) in new materials. Use only the variants shown above.
Colour Palette
Primary
Signal Blue
#007AFF
Buttons, headings, logo, links
Blue Dark
#0062CC
Hover / pressed states
Blue Light
#E5F1FF
Backgrounds, tinted surfaces
Accent
Binding Teal
#0E9B8A
Afficoat references, success states
Teal Dark
#097A6C
Hover / pressed states
Teal Light
#E8F8F6
Backgrounds, tags
Semantic
Success
#34C759
Warning
#FF9500
Error
#FF3B30
Brand Voice — AffiInstruments
Technology-forward
The lensless SPR architecture is a story worth telling. Specs matter to this audience — lean into technical detail when speaking to scientists.
Product-led
Lead with what the instrument does, then what that means for the researcher. Outcomes follow evidence.
Peer-to-peer
Scientist-to-scientist. Knowledgeable but never condescending. We respect the reader's expertise.
Precise, not promotional
No hype. No exclamation points. The science and data do the selling. Confidence comes from specificity.
Brand 2
AffiBio
People-forward, service-led. Consultative — the tone of a trusted scientific collaborator, not a service vendor.
Logo
Default — light bg
White — dark bg
Same geometric "A" mark as AffiInstruments — shared visual DNA. Differentiated by Binding Teal primary colour and Amber accent.
Colour Palette
Primary
Binding Teal
#0E9B8A
Primary — buttons, headings, logo
Teal Dark
#097A6C
Hover / pressed states
Teal Light
#E8F8F6
Backgrounds, tinted surfaces
Accent
Amber
#E8A020
CTAs, highlights, "Bio" in wordmark
Amber Dark
#C47E00
Hover / pressed states
Amber Light
#FFF3DC
Backgrounds, tags
Secondary
Signal Blue
#007AFF
Links, secondary actions
Brand Voice — AffiBio
Expert but human
The tone of a trusted scientific collaborator. Not a vendor. Not a CRO. A senior colleague who knows your problem.
Outcome-focused
Lead with results and what the customer walks away with — not with technology specs or process details.
Consultative
We meet customers where they are. Whether they're SPR-naive or experienced, we adapt — not the customer.
Credibility, not claims
The team's track record, publications, and case results do the selling. Copy just opens the door.
Messaging
Core Messaging
The ideas every piece of communication should reinforce, and the language that carries them.
Taglines
The phrase "within reach" is deliberate and consistent across both brands. It names the historical problem (access) and positions us as the answer — without overpromising capability or underselling the science.
The Simplex Instrument Line — AffiInstruments
Entry
SimplexSPR
First SPR instrument. Manual injection. 4 independent channels. Simple, complete, immediately useful. For researchers new to SPR or replacing an older technique.
Intermediary
SimplexFlow
Flow-based, more controlled workflows. 6-port valve + AffiPump. Semi-automated injection. For users ready to move beyond manual into repeatable protocols.
Highest
SimplexPro
The full platform. Internal pumps, semi-automated multiwell. For core facilities and programs where SPR is central to the workflow.
The 3Ps — AffiBio Service Tiers
Pilot
Pilot
"We run it."
Our team travels to the customer's facility with the instrument. Experiments run on-site, with real samples. Samples never leave. Not a sales demo — a genuine scientific engagement.
From $2,000
Prototype
Prototype
"We build it."
We design the assay from scratch and deliver a validated method. The deliverable is not just data — it's the method the customer's team needs to run SPR independently, in-house.
Scope-dependent
Propel
Propel
"Make it yours."
Long-term scientific collaboration. Affibioteam works alongside the customer's program — experimental design, method refinement, data interpretation. We become their SPR team.
Up to $25,000
Tone of Voice
How We Write
The governing principle: scientist-to-scientist. The reader is a trained researcher — they will notice if you talk down to them, and they will notice if you oversell.
✕ Off-brand
✓ On-brand
✕ Off-brand
✓ On-brand
Vocabulary — Use vs. Avoid
Words to Avoid Entirely
leverageecosystemscalableseamless
robustend-to-endbest-in-classcutting-edge
innovativeinnovationCROsynergies
revolutionarygame-changingbreakthrough
Describe the innovation instead of naming it. "Rethought optical architecture" beats "innovative platform" every time.
Guardrails
What We Are NOT
These define the edges of the brand. As important as what we are.
Not enterprise software. Avoid SaaS-style language: "scalable platform," "end-to-end ecosystem," "seamless integration." We are instrument and science people.
Not a CRO. AffiBio is a scientific partner. A CRO follows protocols. We design them. Never use "CRO" in body copy — it can appear as a hashtag for discoverability only.
Not cheaper Biacore. Do not frame us as a budget version of enterprise instruments. We solve a different problem, with a different architecture, for a different buyer.
Not competing on throughput. Do not compare channel counts or throughput to Biacore or Carterra. That is not our competitive ground — do not enter that conversation.
Not academic-only. Small biotech and early-stage pharma are equally core customers. Do not over-index on academia in messaging or visuals.
Not making clinical claims. We operate in research and development contexts. Do not extend into clinical or diagnostic claims without specific review and approval.
Do not invent product or technology names. Use only: SimplexSPR, SimplexFlow, SimplexPro, Affilabs.core, Afficoat, Sparq, Pilot, Prototype, Propel.
AffiBio is not a separate company. It is a brand under Affinité Instruments Inc. Do not present it as a standalone entity.
Before publishing anything
All content produced using this brand portal must be reviewed and approved by the Affinité marketing team before publication. Send drafts with the prompt used to generate them.Assets
Downloads
Logo files, renders, and reference documents. Right-click → Save as, or click to download.
AffiInstruments — Logos
AffiBio — Logos
AffiInstruments — Product Renders
Icons — AffiInstruments
Reference Documents
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