IBS Inc.

Who We Are

Our brand is our identity. It represents our values and purpose. Our brand is our DNA.


These guidelines serve as a practical guide for the proper use of the Intelligent Bio Solutions brand. The Intelligent Bio Solutions brand is a valuable asset that helps identify and establish Intelligent Bio Solutions among our stakeholders and the public. To maintain the integrity of the brand, its application must be consistent.

We leverage the power of biotechnology to develop transformative, accurate solutions that improve the quality of life.

Our Mission

To redefine the approach to testing and deliver pain-free, accessible solutions that drive transformative change and improve the quality of life.

Our Vision

Healthcare that transcends barriers to access and provides value through innovation. A strengthened landscape in which all individuals have equal passage to simplified health and well-being solutions.

Our Values

Our guiding principles and fundamental beliefs.


We do not waver from the ethics and values engrained in our culture.


We are determined and focused. We are wholly committed to our purpose and pursue it with grit.


We create to drive transformation and lasting change.


We develop practical solutions using the skills of our people, their wisdom, and the assets available to us.


We embrace the learnings of our challenges. We adapt. We pivot. We respond.


We work together for a common purpose, always.

Our Personality

The human characteristics that define our brand and to which our audience can relate.


We are down to earth and clear. We are to the point on a human level.


We are trustworthy and respectful. We are true to ourselves and our purpose.


We are innovative. We are informed. We value technical expertise and education.


We are hard working and driven. We value success. We are dependable.

Tone of Voice

Our tone of voice is the way in which we communicate – the way we speak and write, what we say and how we say it. What we say is guided by our values, mission and vision; how we say it is informed by our personality.

Consistency in language builds trust. The more consistent we are, the better understood we are. Our tone of voice should be reflected across all we do and transparent in every interaction.

Tone of voice doesn’t mean writing everything the same way. Rather, it means we should always apply our personality and adapt it contextually.

Our Voice

Our voice is neutral and direct. We speak a language relatable to a global audience. We demonstrate expertise and professionalism without using industry jargon or unnecessary word choices. We are transparent about what we do and speak with confidence using language that is authentic and aligned with our values.

Overall Tone

Neutral & Direct

This tone of voice doesn’t mince words. It gets straight to the point, using the active rather than passive voice. There’s no room for guessing when using neutral and direct language. The tone is clear and thorough yet respectful. It implements proper writing and grammar, while steering clear of slang.

There’s no unnecessary wording or unique word choices to distract from the main idea. The overall neutral and direct tone connects to a broader audience and positions Intelligent Bio Solutions as a reputable organization.

Straightforward Tone

Straightforward tone is direct and honest. It is understandable and avoids any unnecessary word choices. Straightforward tone gets to the point and is easily understood. It does not over-simplify or lack substance.

Authentic Tone

An authentic tone helps to build trust and credibility. This attribute should strike a balance with intelligent tone, meaning the tone should avoid any level of condescension and the language should be direct and understandable to the reader.

Reliable Tone

Reliable tone demonstrates social connection and awareness.

A reliable voice is the mark of a strong organization. It is listened to and trusted. It does not make exaggerated claims. It lets audiences know what it stands for and what it stands against.

Intelligent Tone

An intelligent tone imparts knowledge and information. It conveys a strong understanding of the product and where necessary explains industry specific words or concepts to demonstrate both mastery and accessibility. We use accurate information and up to date statistics.

Active Voice

We write using the active voice. The active voice demonstrates confidence, and promotes clarity and precision in writing. Consequently, this builds trust. The active voice clearly identifies who is performing an action. Every sentence has a subject, a verb, and often an object.

Subject: the person, place or thing that is doing the action

Verb: the action or the thing that is being done

Object: the person, place or thing receiving the action

Active writing rule of thumb: S V O (Subject acts on object).


A: The Biosensor was developed by Intelligent Bio Solutions.
B: Intelligent Bio Solutions developed the Biosensor.

A: The presentation was delivered by the CEO.
B: The CEO delivered the presentation.

Core Messaging

Redefining the approach to testing.

Pioneering pain-free solutions.

Simple. Painless. Affordable.

Accurate, accessible, transformative solutions.

Real-time, point-of-care testing.

Simplified health and well-being solutions.

Writing Tips

Keep it Simple

Explain difficult things in simple ways, strip the complexity back.

Use everyday terms, avoid jargon, legal terms, or acronyms (where possible).

Short, simple sentences are always better than long, complicated ones.

Structure and Subheadings

Structure information so it’s arranged into logical sections. Use subheadings to break content up into clearly defined sections.

Active Voice

Use active voice. Passive sentence structures make writing harder to understand.

Write Positively

Use positive language and avoid negative word choices.


We use American spelling. Stick to Z instead of S – ize not ise.

Abbreviations and Acronyms

Try not to use internal abbreviations in external communications. Think about whether people will understand them and if there’s a more natural way to say it.

If you have to use an acronym that people might not be familiar with, always spell it out in the first instance and place the abbreviation in brackets.

Omit periods and spaces in common abbreviations except where this may cause confusion (e.g. if writing US in a line of capitals, the periods may be necessary to distinguish it from the word ‘us’, in this example using USA is preferable). 

Omit periods in initials of organizations, political divisions and countries (CSIRO, UK, NSW). 


Small numbers ranging from one to ten should be spelled out. Larger numbers (i.e., above ten) are written as numerals.


Write dates as Month Day, Year (e.g., January 18, 2024)

The Ampersand (&)

Use ‘and’ within body text rather than the ampersand. The ampersand can be used in headlines and social media when you need to keep your headline/post as short as possible.

How To Reference

Referencing the Company

  • When referencing the company to an external party (whether spoken or via text or email), please use the full company name: Intelligent Bio Solutions. 
  • In U.S. written communications (e.g., press releases and news articles), use the full company name, as registered in the USA: ‘Intelligent Bio Solutions Inc.’, defined as “IBS Inc.” thereafter.  
  • Intelligent Bio Solutions is a medical technology company not a biotechnology company or life sciences company. 

Referencing Intelligent Fingerprinting

Intelligent Fingerprinting is a wholly owned subsidiary of Intelligent Bio Solutions. 

Referencing our Drug Screening Technology

The system as a whole:  

  • Intelligent Fingerprinting Drug Screening System  
  • Intelligent Drug Screening Solution 
  • Drug Screening Technology


The system components: 

  • Intelligent Fingerprinting Cartridge or ‘Cartridge’ or ‘Drug Screening Cartridge’ 
  • Intelligent Fingerprinting DSR-Plus Reader or ‘Reader’ or ‘DSR-Plus Reader’


Use of the word ‘impairment’: 

  • The word impairment should not be used to make bold statements such as ‘the system screens for impairment at the time of testing’. Instead, try to use language such as ‘the system screens for potential impairment at the time of testing’.
  • Try to use ‘fit for duty’ as a substitute for the word impairment. ‘The system targets if an employee is fit for duty at the time of testing


Correct reference of drugs tested by the reader:

  • Cannabis (THC), not Marijuana 
  • Opiates, not Opioids
  • Cocaine 
  • Methamphetamine


Correct reference of the collection method:

  • Fingerprint sweat 
  • Sweat from the fingertips


Referencing the Conformité Européene (CE) Mark:

  • CE Mark or CE Marking (not CE Marked) 

Style Guide

Our Logo

Our logo is the foundation of our brand and represents our professional, bold, and innovative identity. The ‘I’ and ‘B’ have been sliced diagonally to reveal a molecular-like structure that forms the upper half of the ‘I’. This resembles our living DNA molecules.

Logo Variations

Primary Logos

The primary use logo is the main visual representation of our brand. It should be used prominently on all marketing materials, including on our website and printed collateral. 

The primary logo must always be used in its approved form and never altered.

Intelligent Bio Solutions Logo White

Logo Variations

Stacked Logos

The stack logo is a secondary version of the logo. It is used in situations where space is limited and a more compact version of the logo is required. 

The stack logo must always be used in its approved form and never altered.

Logo Variations

Lettermark Logos

The lettermark logo is a typographic version of our brand logo. It uses the company’s initials as the main design element. It is a versatile option that can be used in various contexts, such as on social media, merchandise, and packaging.

The lettermark logo must always be used in its approved form and never altered.


Minimum Size

The logo should appear no less than the minimum widths detailed on this page for print and digital application. Following these dimensions will ensure legibility on all applications.

Clear Space

Always position the Intelligent Bio Solutions logo for maximum impact and give it plenty of room to breathe. 

The minimum clear space is defined by the lettering height on the word ‘intelligent’ (X). Clear space of the X length is applied on all sides of the logo. No other elements should intrude into this area.

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Non-Permissible Use

The Intelligent Bio Solutions logo is not to be altered in any way. These examples illustrate incorrect use of the logo; however, they do not include all instances of misuse.


  1. Do not change the color of the logo.
  2. Do not stretch or distort the logo.
  3. Do not place the logo on a background color other than the primary colors.
  4. Do not change the typeface of the logo.
  5. Do not make the logo transparent.
  6. Do not add any kind of shadow to the logo.









When using our logo in conjunction with other logos, it is important to ensure that there is adequate space between them.

The logos should be separated by white space to the value of 2x. All logos should be of a similar size when displayed alongside partner organizations. It is important to adhere to the minimum size and space specifications detailed in this guide.


Primary Color Palette

The primary colors for the Intelligent Bio Solutions brand are those found within the logo. The bright blue and pure white embody the brand identity’s clean aesthetic and innovative nature.

All Intelligent Bio Solutions brand colors are to be used exactly as represented in this brand manual. Shades or tones of these colors are not permitted for use.

Print-based projects use PMS codes.

Screen/online projects use RGB or HEX codes.

HEX: #0247FE

RGB: 2, 71, 254

PMS: 2728 C

Bright Blue


RGB: 255, 255, 255

Pure White


Secondary Color Palette

The secondary colors merge medical with tech, specifically shades that represent innovation, integrity, and intelligence. Shades or tones of these colors are not permitted for use. Secondary colors may be used as highlight or accent colors on print marketing material, business stationery, advertising, social media, and the website.

HEX: #191170

RGB: 25, 17, 112

PMS: 2755 PC

Midnight Blue

HEX: #6f77e3

RGB: 111, 119, 227

PMS: 272 C

Moody Blue

HEX: #ededed

RGB: 237, 237, 237

PMS: Cool Grey 1C

Carrara Grey

HEX: #53d2db

RGB: 83, 210, 219

PMS: 272 C

Viking Blue



Gotham is the typeface used in the Intelligent Bio Solutions logo. It is a sans-serif typeface that is even and geometric in design. 


Gotham Light

Gotham Medium

Gotham Bold

Aa  Bb  Cc  Dd  Ee  Ff  Gg Hh  Ii  Jj  Kk  Ll  Mm  Nn Oo  Pp  Qq  Rr  Ss  Tt  Uu Vv  Ww  Xx  Yy  Zz

1 2 3 4 5 6 7 8 9 0


Applying Gotham


Gotham Bold  |  Sentence Case  |  80pt


Gotham Book  |  All Caps  |  200pt Tracking  |  32pt


Gotham Bold  |  Sentence Case  |  48pt

Body Text

Gotham Light  |  Sentence Case  |  24pt

secondary typeface


When Gotham cannot be used, such as when sending emails or documents to be edited by external parties, or for any web application, it should be substituted with Arial.



Arial Bold

Aa  Bb  Cc  Dd  Ee  Ff  Gg Hh  Ii  Jj  Kk  Ll  Mm  Nn Oo  Pp  Qq  Rr  Ss  Tt  Uu Vv  Ww  Xx  Yy  Zz

1 2 3 4 5 6 7 8 9 0

Visual language

Graphical Angles

The primary graphical angle for Intelligent Bio Solutions is 45°. This is taken from the wedge cut in to the ‘I’ and ‘B’ on the logo.

Every time graphical angles are used, they should be led by the 45° angle, with additional angles surrounding.

Visual language

Mono Graphical Angles

The angles can be used in a mono version with a drop shadow. These are to be used as linking elements so that the brand flows but its not overpowering on all pages.

Drop shadow is only to be applied to the mono version of the graphical angles.


Supporting Shapes

Shapes used in logos can convey more than just visual appeal. Studies in visual communication have shown that certain shapes carry specific associations in the human mind, making them effective tools for reinforcing a brand’s intended message to its target audience.

The Intelligent Bio Solutions brand shapes consist of hexagons, circles and crosses. Their regularity suggests organization, efficiency and structure. Circles and hexagons are mirrored within our living DNA molecules.

Visual language

Supporting Lines

The IBS supporting lines are a contemporary representation of a molecular structure. The lines can be effectively utilized in various forms of communication, from print to digital. When paired with the appropriate brand typography and visual elements, they can amplify our unique identity and effectively convey our purpose.

Visual language

Supporting Wave

The wave graphic is intended to add visual appeal across print and digital platforms. The wave’s shape is reminiscent of the human body, symbolizing Intelligent Bio Solutions’ human-focused mission and purpose.


Supporting Graphics

Supporting graphics are a powerful tool in building recognition and understanding of a brand and its purpose.

Technical graphics can be used in their entirety or as individual elements such as circles, crosses, geometric shapes, lines, and waves. This allows for flexibility and creativity in visual storytelling.



Ideally, all imagery is to be shot and owned by Intelligent Bio Solutions. Color grading is to be applied to images, adding the corporate colors to shade and highlight.

Stock imagery should be carefully chosen to align with the topic at hand.