Featured cases

old logo

In 2004, in the wake of the Dennis Kozlowski looting scandal, Tyco's new management claimed their strategy "no longer is one of growth through acquisitions but rather calls for operating a set of businesses that have some synergy" (WSJ, 6/15/04). Three years later, it appeared that the Electronics ($12.8 billion) and Healthcare ($9.5 billion) units would make more sense as  independent plays, leaving Tyco International ($18.1 billion) to find greater synergy (or further spin-outs) among its remaining safety/fire and industrial equipment brands.

As a name "Tyco Healthcare,"  however, lacks appeal, and none of its brands (like Mallinckrodt and Kendall) were felt to offer an umbrella big enough for all, so Interbrand recommended a coined, non-limiting name. "Covidien" won as least risky legally, functionally distinctive, easiest to swallow and arguably relevant (a spokesperson said the 'co' represents the partnership with healthcare professionals and the 'vid' reflects 'vita,' the Latin for life).

Interbrand's designers offered the option of, and Meelia chose, a dominant symbol (rather than a freestanding wordmark), and provided a four-toned block shape with (on second take) a cross in it. Interbrand's intention: it's a plus sign, meant to evoke the confluence of compassion and collaboration.

Interbrand

Submitted by: Tony Spaeth, 7/08/2007
Status: Estimated by Tony Spaeth
Category: Health Care Equipment & Services
Country (HQ): United States