INVENSYS: A prototypical Euro merger

A use of identity, by a leader

New: Invensys plc

Launched: Name adopted April 16, 1999

Formerly: BTR Siebe, the February 4 merger of the UK-based BTR and Germany's Siebe

Story in brief:
A prototypical Euro merger, to create a $14 billion global leader in automation and control engineering.

Credits:
Chairman - Lord Marshall
C.E.O. - Allen Yurko
Identity counsel, naming, design - Interbrand Newell & Sorrell (UK)

First Impressions:
It's a good start. The name is functional and appropriate, the best from a master list of 3000 candidates (yes, that's what it takes!) The same can be said for the new-moon/new-earth design, not particularly original but then it doesn't need to be... it effectively frames and amplifies the name, the proper focus of our attention.