Advanced Sterilization Products presents a new identity

A couple of months ago, Johnson & Johnson sold Advanced Sterilization Products (ASP), that was a part of the J&J Ethicon division, to Fortive Corporation for about $2.8 billion. Now, under the new ownership, ASP has presented a redesigned identity. As part of the rebranding, a refreshed website and logo have been introduced.

Unveiling its renewed image, the company said that it reflects ASP’s solid aspiration to health improving and safety of people across the world. As a leader in infection prevention, the manufacturer helps providing safe environment for patients, their families, doctors and healthcare employees.
According to an ASP statement, the process of sterilization was a starting point for the new brand design displayed on the company’s website where visitors can learn sterilizing equipment including sophisticated bioindicators and endoscope cleaners. One of the brand styling elements are vertical lines symbolizing the rapid development of the medical innovations which ASP provides for people. The company hopes that the identity refreshing it has carried out will make, from its part, a contribution to improving health services in hospitals and protecting patient from infecting during medical treatment.