Reichert, Inc. today unveils a new brand name and redesigned visual identity – Reichert Technologies. With a history of over 150 years, Reichert has evolved from a traditional lane and optical product company into a global leader in the innovation, design and manufacture of technologically advanced screening and diagnostic instruments for ophthalmologists, optometrists, and opticians. To further define its position in the marketplace and exemplify a refocused vision for better serving customers and business partners, Reichert Technologies’ logo will be supported by the mission – Advancing Eye Care, Preserving Sight.
The new logo retains the instantly recognizable Reichert typeface and color, while introducing a visual representation of the curvature of the cornea spanning the Reichert Technologies name. The cornea or lens, is an identifiable symbol for the eye care industry, and honors Reichert’s optical lineage. “This is the first step in revitalizing the Reichert brand, a brand with a rich and respected history in the ophthalmic market,” explains Reichert, Inc. Chairman and CEO, Jerry C. Cirino, “our goal of Advancing Eye Care, Preserving Sight is indicative of our interest in expanding our product offerings and geographic coverage.”
Reichert Technologies’ new branding and logo will be gradually phased in over the coming months. You will begin to see the new look in marketing materials, beginning with the ASCRS (American Society of Cataract and Refractive Surgery) 2010 meeting in Boston, MA, April 10 – 13, 2010. Product labeling, packaging, website and other materials will follow.