Master brand: IDEXX

IDEXX is the master, or primary, brand of our company. To retain its prominence as the master brand and center of our name recognition, it must be used consistently and prominently across applications.

“IDEXX” is our brand. Used at the center of commercial interaction and communication, this single word may be shown as a logo, or it may be used in context of text. In text, IDEXX is always written in all caps. Do not use the IDEXX logo immediately before the name IDEXX in a headline. For guidelines on how to show IDEXX in text with the name of a product, program, or event, please click here.

“IDEXX Laboratories, Inc.” is our legal entity, the official name of our company. The legal entity name is used in financial, legal, economic systems. IDEXX Laboratories, Inc. is not typically used in marketing or other commercial messaging.


The IDEXX voice is always clear, easy to read, and to the point. We’re a trusted advisor customers look to for insight and knowledge. So our voice sounds confident, friendly, respectful, and supportive—never arrogant or aloof. We use both first- and second-person pronouns; we’re speaking to our customers, not about them. Tone can shift depending on the communication vehicle. For example, a technical bulletin on a new reference laboratory diagnostic should be serious and clinical. While a letter, bylined blog, or social media post can be conversational and engaging. Short, concise sentences reinforce readability.


Our personality should shine through all creative efforts, engaging and informing our customers. At the highest level, customers should experience IDEXX as innovative, intelligent, intuitive, trusted, unpretentious, and supportive.