I.S.G TECHNOLOGIES GROWS INTO CEDARA SOFTWARE
By Adnews Staff
I.S.G. Technologies of Mississauga, Ontario is promoting its new worldwide corporate identity with a branding campaign. The developer of medical imaging software is changing its name to Cedara Software, in a move designed to focus on the company's healthcare software products and services. According to Cedara, the new name is the initial element in the branding strategy. The root of the name is the word "cedar" and the Latin name of the Canadian cedar is arbor vitae or "tree of life". The logo is shaped like the human eye, in order to represent vision. Five repeated elements are used to further represent the five senses. The North American branding campaign includes advertising in both business and medical trade publications, public and media relations, print, Internet, video and multimedia sales tools. Public relations, advertising and media buying for Cedara are being handled by Strategic/Ampersand of Toronto.