St. Jude unveils new corporate identity

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St. Jude Medical has unveiled a new corporate identity, designed to communicate its mission to develop medical technology and services that put more control into the hands of those who treat cardiac, neurological and chronic pain patients.

As a part of the brand identity, St. Jude said its new logo consists of eight small squares organized into a larger square, with an unaligned 9th square in the middle. The unaligned, center element represents the risks that are present in any medical procedure, while the organized exterior box represents the company’s commitment to helping physicians control those risks, according to the St. Paul, Minn.-based company.

"Customers count on us to help them attain the best possible patient outcomes by reducing as much risk as possible,” said Daniel J. Starks, chairman, president and CEO of St. Jude. “This priority drives our innovation, our quality program, our clinical studies and our new product introductions. It has been a critical element of our success and makes us a different kind of partner for physicians.”

As a part of the re-branding, the company said its website is also undergoing a redesign.

The unveiling will take place at three upcoming conferences this week–the American Association of Thoracic Surgery (AATS) meeting, EuroPCR and the Heart Rhythm Society (HRS) scientific sessions.