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Industrial Names
     
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Oclaro
For this merger of two publicly traded telecom infrastructer companies, Bookham and Avanex, we had a brand scope: to create their new name, tag line, URL, stock symbol, and graphic identity -- all in under 8 weeks. Working closely with the CEOs of both companies and their broad integration team, we did it! Our new name, Oclaro, comes from "optical" and "clarity," key benefits of the company's fiber-optic technology. Our tagline, "Shining a light on photonic innovation" hightlights the corporate commitment to research. Our URL, www.oclaro.com, and the stock symbol, OCLR, are straightforward and easy to remember. The new graphic identity employs an elegant but strong typeface, breaking out of the box at the top and illuminated by a hot spot of light on the final "o." This wordmark solution is practical in use, while simultaneously incorporating imagary related to illumination, focus, and upward momentum. |
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Borealis
Borealis is Master-McNeil's name for the largest petrochemicals company in Europe, formed by the merger of the petrochemicals divisions of the Finnish and Norwegian state oil companies, Neste and Statoil. The name recalls the Aurora Borealis, or Northern Lights, locating the company geographically and suggesting energy and new ideas through its images of brilliant light, immensity, and beauty.
Logo by Luxon-Carra, London. |
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PetroCosm
Created for the joint venture between Ariba (a Master-McNeil
name from 1996) and Chevron, PetroCosm was the first global,
independent Internet marketplace for buyers and suppliers in the
energy industry. Our name, derived from "petro-,"
and "cosmos," conveys the oil and gas industry,
while also suggesting a big, important, unlimited new realm or
destination. |
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Maxager
Maxager's
advanced profit analysis products are designed to provide component
manufacturers with a system that allows them to maximize the profit
flow through their plants and realize their "Total Available
Profit." Our name combines "maximum" and "maximization"
with "manager," making the name particularly apt and
appealing. The name has been extended to the product level: Costing
Maxager, Thruput Maxager, Pricing Maxager, and Quality Maxager.
Maxager is now part of OutPerformance.
Logo by Studio
Moon (formerly A E R I A L/San Francisco). |
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Zingo
Master-McNeil created Zingo
for London Taxicabs International's taxi hailing service.
From zing, "to move swiftly," and go, conveying
action and movement, our name aptly communicates the speed
and responsiveness of this service. Zingo was aquired by Computer Cab, which still uses our name. |
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CrossCheck
Trimble
Navigation's CrossCheck family of products provides
commercial fleet owners with the ability to track, communicate
with, check for unauthorized use of, and prevent theft of
each of their vehicles. Master-McNeil's CrossCheck name
emphasizes the information exchange, monitoring, and certainty
that these products provide. |
© 2008 Master-McNeil, Inc. All trademarks are the property of their respective owners.
All rights reserved. |
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