Microline Pentax Inc. is looking to re-create its corporate image as Microline Surgical Inc., in a effort to better highlight its core business focus.

The Beverly, Mass.-based reposable instruments maker said it launched a new logo and website as part of the re-branding effort.

Chairman, president and CEO Jean-Luc Boulnois added that the company’s April acquisition of Starion Instruments and its organic growth has expanded its reach into the laparoscopy market. Other disciplines are on the horizon, Boulnois said, including gynecology, urology, otolaryngology and cardiac.