When rebranding SafeWire’s pedicle needles, we considered its most distinctive feature – the use of mechanical, threaded needle advancement. Threaded advancement provides a much safer, more controlled placement that the impact advancement employed by all other pedicle access needles. A second key feature, present in the Tiger needle, is a ruler-like scale that measures needle depth and allows surgeons to accurately predict the length of screw required.
Because the products’ inventor attended Auburn University (hence the Tiger name), Auburn orange was selected as the foundational color. Three arcing elements play a key role in the logo. Besides the obvious representation of claw marks, they call out the threaded advancement and the measurement scale.
The pedicle access needle products received special attention on the web site. Feature callouts with expanding visual elements educate readers on each product. In addition, a custom, interactive configuration tool allows the reader to create a needle based on his/her selection of features.