Covidien

New:  Name and logo

Launched:  Listed on NYSE July 2, 2007

Story in brief:  Another conglomerate break-up.
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, the spin-outs of Tyco Electronics and Tyco Healthcare (now Covidien) suggest that synergy can go only so far. Electronics and Healthcare make more sense as  independent plays, leaving Tyco International 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 (which to some evokes crossed band-aids®). Interbrand's intention: it's a plus sign, meant to evoke the confluence of compassion and collaboration.

Credits:
C.E.O. - Rich Meelia
C.B.O. - Eric Kraus, SVP Corporate Communications
Identity council, naming & design - Interbrand:
Planning, Jennifer Meyers; Design, Dan Dyksen and Craig Stout

First Impressions:
Name: Feels authentic. Excellent choice. No need to 'explain,'  just be proud.
Design strategy: With a strong name, why a symbol? Unless this symbol will be used to visually endorse all brands (doubtful), it's just extra baggage.
Design execution:   Attention-grabbing symbol (sucks the air out of the wordmark?), and it's a bit of a concrete block.  BASF on LSD. The wordmark's nice, though perhaps it could use a bit of kerning to better exploit the word's distinctiveness.

All quibbling aside, it is a strong new presence in health care products.