Two of the world's leading makers of computer chips, Applied Materials and Tokyo Electron, announced last year that they would merge. On Monday, the companies announced that the new company would be named Eteris and revealed a new logo. Both the name and the visual identity were developed by Lippincott and its Japanese partner AXHUM Lippincott, working in both Santa Clara, California and Tokyo.
The name is an abbreviation of "Eternal Innovation for Society", reflecting Eteris' focus innovations to help its costumers. The accompanying symbol contains a green square representing the energy in its products and blue shapes extending from its to symbolise the power of innovation.
From a press release sent out by Lippincott:
“The concept of being a truly global innovator, on which the development of the new company name and logo are based, is an important milestone in the process of our merger of equals,” said Moyuru Yasuhara, director of Tokyo Electron’s Brand Promotion Division. “The name and design concept from the Japanese/American collaborative team of Lippincott and Axhum Lippincott, chosen over competitors in an international competition, is the product of superior analytical and creative skills. Eteris and our logo bring to life the meaning of our new company.”
“We’re creating a new company that will lead in the industries we serve and drive innovation for our customers,” said Joe Pon, vice president of Communications and Public Affairs, Applied Materials. “Lippincott’s guidance and international expertise helped us navigate the cultural and geographic nuances inherent in building a new global brand.”
Working in partnership with AXHUM Lippincott, Lippincott provided on-the-ground support in both Santa Clara, CA and Tokyo to help position the new company as well as craft a name, logo and visual system that communicates Eteris’ corporate image clearly and symbolically.
“Our success with this engagement was largely driven by our understanding and appreciation for both the Japanese and American cultures. This new company reflects the best of both and represents a truly global and modern organization that we are proud to have helped define,” said Tim Cunningham, senior partner at Lippincott.
Eteris is derived from Eternal Innovation for Society and speaks to the new combined company’s focus on innovations that will help its customers solve their toughest technical challenges, compete and win in their markets. The identity is rooted in the heritage of Applied Materials and Tokyo Electron but also reflective of the future promise of the combined company. The logo’s bright green square symbolizes the energy of Eteris and the power of its technology. The bright colors and new dimensions stemming from the green square represent the many innovations that Eteris aims to make possible every day.
“It was important for us to design an identity that speaks to the possibility of new technology innovations and Eteris’ formative role in making them happen. The logo appropriately reflects Eteris as the basis for a vibrant and diverse set of technological advances we haven’t yet imagined,” said Rodney Abbot, senior partner, design at Lippincott.