Leading contact lens manufacturer, CooperVision today unveiled its new brand positioning and visual identity that better reflects the organization's values.
"CooperVision had a record year in 2010," said John A. Weber, president of CooperVision Inc. "In developing this new positioning we harnessed the momentum from 2010 and coupled it with a strong product pipeline and increased investment in sales & marketing to create a platform that brings a refreshing perspective to the market."
"Our new brand positioning reflects our commitment to bring a perspective that creates real advantages for our customers and wearers," said Dennis Murphy, president, the Americas, CooperVision. "We appreciate that no two eyes, no two patients, and no two days are ever the same. That's why we take a different approach to contact lenses in terms of how we develop and produce our lenses and how we partner with our customers."
The new watermark logo was designed to represent a blend of scientific precision with the vibrancy found in everyday experiences. The spectrum of colors and fluid nature of the design reinforces CooperVision's perspective that the world is a vibrant, ever-changing place. It also provides a unique take on water and comfort – valuable qualities of the CooperVision lenses that are key ingredients in our wearers' daily lives.
In addition to an updated marketing portfolio and packaging, the marketplace will experience a much energized CooperVision, building on its commitment to the eye care practitioner and the hard-to-fit patient with an ever expanded offering of its more widely used lenses such as Biofinity. The new branding will debut in a new eye care practitioner trade campaign for CooperVision's Biofinity product line, and will be rolled out across all of CooperVision's online properties and product packaging over the next few months. Building on the success of its practitioner-facing social media program in 2010, CooperVision is continuing to provide innovative solutions to practitioners. The Biofinity campaign will include access to content via quick response (QR) codes for both practitioners and patients.
The new corporate brand identity was developed by global strategic branding firm Siegel + Gale.