ResMed’s (NYSE:RMD) got a new logo and new branding, representing the 1st time in the company’s quarter-century history that it’s refreshed its look.
The California sleep apnea systems maker updated its logo and added a new tag-line: "Changing lives with every breath." The motto "aligns ResMed’s appearance in the marketplace with its global focus on innovation that benefits patients’ lives," the company said.
The makeover, which includes revamping the corporate website, brings to the company’s previous name-only logo a new pulse-inspired color-curve that ResMed says symbolizes the transition that blood makes as it goes from low to high concentrations of oxygen "with every breath, and every beat of the heart."
ResMed plans to strut its new look in the U.S. before rolling out the new branding overseas over the rest of the year, according to a company statement.
"Our new brand will be front and center as we continue making a difference to patients, to physicians, and to healthcare systems," CEO Mick Farrell said in prepared remarks. "It’s exciting and it’s just the 1st step in what will be a landmark year for ResMed, with launches of game-changing products and solutions."
MassDevice.com caught up with Farrell earlier this year during the J.P. Morgan Healthcare conference in San Francisco, where he talked about the importance of building ResMed’s brand and hinted and changes to come:
Our marketing, the building of the ResMed brand, the fact that people make decisions to choose a ResMed mask over a competitor is based on our value proposition and how small, quiet, comfortable and aesthetically pleasing it is – but it’s also about our brand.
One of our goals this year is to grow the value of the ResMed brand, so watch this space for that for ResMed. We’re not just a medtech company that sells business-to-business; consumers are involved. It’s an intimate therapy that literally touches your face every night.
We have a direct connection with the millions of patients we treat, and the tens of millions of patients we don’t treat need to hear about us as well.
ResMed has had a bumpy start to the year, with RMD shares down 5.8% since January 2. The company missed Wall Street’s expectations for its 2nd quarter as sales fell shorter than projected, and the announcement of a 20-million-share buyback program did little to boost the stock.
RMD shares were down 0.5% as of about 1:30 p.m. today, trading at $44.33 apiece.
