Munich, Germany, lll. – April 6, 2010 – Brainlab has refreshed its brand to reflect the evolution of the company and its new brand purpose. Brainlab is committed to making medical technology and knowledge more impactful and accessible to physicians and their patients. Moving away from a more traditional mission, Brainlab has created a brand purpose that amplifies the company’s new values of simplicity, integrity and inspiration. The ultimate driver behind the refresh is the relationship between Brainlab and its customers.
“Brainlab has always embodied simple, user-friendly technology and has embraced collaboration with partners. Our new brand purpose reflects these critical company philosophies and reinforces our belief that collaboration delivers better access to and consistency of treatment,” explains Stefan Vilsmeier, CEO, Brainlab. “Our diverse relationships, never-ending thirst for innovation and drive to continually push boundaries have inspired this change.”
The brand refresh will be accompanied by a new logo that emphasizes these changes. Its simple lines, confident stance and streamlined feel echo the evolution of the brand.
“Our logo is the visual representation of the one clear voice and vision that is Brainlab,” said Karen Koziatek, director of creative and brand management, Brainlab. “It captures the passionate nature of our company and our future.”
The refresh was driven internally by Brainlab with initial consultation from Siegel+Gale, one of the world's premier strategic branding companies.