Moving Science

Southern Research Launches New Branding Initiative and Video

February 3, 2015

BIRMINGHAM, Ala. – February 3, 2015 – Southern Research has introduced a new branding initiative for the 74-year old scientific and engineering research organization that includes a new design and logo, position statement, a website redesign (ongoing), and a new three-minute video that summarizes the key purpose of Southern Research.

“The video captures the significance of what our organization strives to do, each day, for the betterment of mankind,” said Southern Research President & CEO Art Tipton, Ph.D.

Southern Research ­­— which was called Southern Research Institute (SRI) for years –– dropped the word “Institute” from its name to make it simpler, and to further differentiate it from other organizations with similar acronyms.

The branding initiative also brings greater unity to Southern Research’s four divisions:

  • Drug discovery
  • Drug development
  • Engineering
  • Energy and environment

“Brand identity is a critical component of any organization,” said Tipton. “Throughout the course of our 74-year history, we have advanced science and technology in a number of different areas, ranging from the discovery of seven FDA-approved cancer drugs, to developing materials and imaging monitoring for safe space travel. This branding initiative continues the legacy of our people, and our accomplishments, and further defines Southern Research as an organization that is truly dedicated to solving the world’s hardest problems.”

Southern Research is evolving, as it becomes a more diversified research organization.

Last year, Southern Research launched:


  • The Alliance for Innovative Medical Technology (AIMTech) in partnership with the University of Alabama at Birmingham. Southern Research and UAB researchers are working together to create medical devices in cardiology, orthopedics, ophthalmology, rehabilitation engineering and trauma.
  • The Southern Biologics Network (SBN), in partnership with four other biopharmaceutical research organizations in Birmingham, Baton Rouge, Raleigh, and Research Triangle Park. SBN would create biologics, which are genetically engineered proteins from plant, animal and human cells, faster and less expensively than traditional methods. The biologics would be used to create therapeutics, vaccines, diagnostics and drug targets to treat and prevent diseases, assist in drug discovery, and improve the lives of tens of thousands of patients across the United States.
  • The Southeastern Solar Research Center (SSRC), to create the optimal design of solar photovoltaic systems for utility companies.


Southern Research has 500 employees in Alabama, Maryland, North Carolina and Georgia.

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