Brand consultancy Principals has unveiled a new corporate identity for the Bionics Institute, one of the worlds leading medical bionics research institutes. Prime Minister Julia Gillard today announced that Australia has ransitioned from the bionic ear to the bionic era of health and medical research. In a DVD introduced by Senator Kim Carr, Innovation Minister, the PM announced the formation of the Bionics Institute, which follows on from the outstanding success of the Bionic Ear Institute. The Bionics Institute is an exciting chapter in the pioneering work that will deliver new technologies to improve human health. The Bionics Institute will initially concentrate its research efforts on bionic vision, bionic hearing and neurobionics. The formation of the Institute heralds a new chapter in Australia’s pioneering bionics research. Principals renamed the Institute and created a new visual identity to reflect this exciting vision and to be able to position the Institute as the world expert in the field of bionics. “It has been a pleasure to work with the Principals Team. They understood our organisation, our needs and what we were seeking to achieve. They delivered a brand image that is reflective, innovative and representative of our Institute, we are proud to be associated with our new brand”, Tim Griffiths, General Manager of the Bionics Institute said.