For this re-brand project, I assessed the company's current logo and how it fit with their mission statement. I saw their logo as a technological, unfriendly mark. Their mission statement focused on their drive to improve the lives of the people who would use these products as well as make the jobs of the surgeons less complex. I thought that a softer, more friendly logo was necessary. The mark that I created represents the durability and dependability of the products that they produce. I wanted the logotype to be clean and strong, using a sans serif typeface. This is part one of an entire company rebrand including a website and trade ads for each subsidiary.