CENTERPULSE: Overnight, "the major new corporate brand" in its sector

A use of identity, by a leader

New: Centerpulse name and logo

Launched: May 17, 2002, effective June 1

Story in brief:
In July 2001 Sulzer, a diversified Swiss industrial, spun out its "Sulzer Medica" medical products business, which would need a new identity. (In August, new CEO Reitiker came on board, and Beatrice Tschanz to head Corporate Communi- cations, who retained Zurich- based Zintzmeyer & Lux.) Reitiker commanded creation of a strong new brand umbrella applicable to all medical technologies, "a logical step toward still greater customer focus and organizational transparency."

Credits:
C.E.O. - Stephan Rietiker
C.C.O. - Beatrice Tschanz
Naming and identity design - Interbrand Zintzmeyer & Lux

First Impressions:
This unstrained combination of two English words creates indeed a strong name, appropriate to its industry while also suggesting the central presence of vision and leadership. Pretty neat. The logo uses its solid shape to strengthen the name, adding a circle for interest, distinctiveness, and any number of possible meanings.