Health care conglomerate Becton, Dickinson & Co., Franklin Lakes, N.J., unveiled a new logo and tagline in an effort to raise its global recognition. Though the official company name will remain the same, "BD" will be highlighted on packaging and advertising, along with the tagline: "Indispensable to human health." The new image will appear on all products ranging from Ace bandages sold to consumers to syringes marketed to hospitals. Lippincott & Margulies, New York, consulted on the project. A company spokeswoman said the shift to "BD" came in part because the full company name can be difficult to pronounce for non-English speakers. The company does some 50 percent of its annual $3 billion-plus in sales outside the U.S.
Copyright August 1999, Crain Communications Inc.