Defence and Security division of EADS is rebranding itself as ‘CASSIDIAN’, reflecting its ambitious mission ‘to support those who protect the world’. The new name comes from the Latin term ‘Cassida’ (helmet) and ‘meridian’, an imaginary line running north and south. The company remains a division of EADS, headed by CEO Dr. Stefan Zoller. “Our business has changed significantly in recent years. We are not two silos – one Defence and one Security, but a company that offers global protection in a wide sense. CASSIDIAN will soon be a distinguished and reputable
name for global security solutions,” said Zoller. He believes the new brand will help improve the company’s marketing its defense and security product portfolio, by establishing a clear-cut profile in the global market place, primarily in India, Brazil and the Middle East considered as major growth areas for CASSIDIAN. The company’s three business units – electronics, air systems and systems are also renamed with the new brand and logo.
The move is part of an overhaul of EADS brand identity, introduced on the 10th anniversary for EADS by CEO Louis Gallois. “This brand renovation embodies exactly the spirit of Vision 2020, our strategy for EADS’ next ten years: reinforce each of the four Divisions, give them the visibility they need to market their business and at the same time materialize the strength and unity of the Group” Gallois said. The new brand architecture has been revised for better integration within a common visual identity for the entire EADS Group and the four divisions – Airbus, Eurocopter, Defence and Security and Astrium. The new identity will be progressively implemented across the Group.