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"Biozona" has been launched as a brand identity for Arizona's growing bioscience endeavors.

The name was developed by communications and marketing people from more than 30 organizations involved in biosciences around the state.

"Advancing science, enhancing life" is a tagline that will accompany the brand's logo, a stylized outline of Arizona with circles abstractly depicting refracted light and molecular activity.

The committee that developed the brand was co-chaired by MaryAnn Guerra, chief operating officer of the Translational Research Genomics Institute (TGen) in Phoenix and Steve Lynn, vice president for UniSource Energy Corp. in Tucson and a board member of Science Foundation Arizona, a nonprofit seeking to make Arizona's bioscience sector internationally competitive.

"Arizona's biosciences need to be more than a concept — they should be thought of as a place, a destination with their own attributes and personality," Lynn said in a prepared release.

Arizona's Bioscience Roadmap, released in 2002, called for creation of a brand to heighten awareness both inside and outside the state of the growing science cluster.

The brand will initially appear in marketing materials, presentations, Web sites and newsletters.

Two trade groups — Arizona BioIndustry Association and Bioindustry Organization of Southern Arizona — will lead the effort to promote the brand.

There are more than 70 life-sciences companies in the Tucson region, according to the Bioindustry Organization of Southern Arizona.

Michael Cusanovich, University of Arizona professor of biochemistry and molecular biophysics and board president of the Bioindustry Organization, said the number of companies in the field has grown rapidly in recent years.

More details on the branding effort are available at www.biozona.org