Reichert announces new logo, brand name

Buffalo, NY

-Reichert Inc. has unveiled a new brand name and redesigned visual identity, Reichert Technologies.

The new logo retains the former Reichert typeface and color while introducing a visual representation of the curvature of the cornea spanning the Reichert Technologies name, to honor Reichert’s optical lineage.

“This is the first step in revitalizing the Reichert brand, a brand with a rich and respected history in the ophthalmic market,” said Jerry C. Cirino, chairman and chief executive officer, Reichert Inc. “Our goal of Advancing Eye Care, Preserving Sight is indicative of our interest in expanding our product offerings and geographic coverage.”

Reichert Technologies’ new branding and logo will be phased in over the coming months.