We want our name and logo to be more than just words and pictures, we want them to tell the story of who we are, what we do, why we do it and what we hope to achieve.
After significant consideration, considerable feedback, much discussion and many drafts we have settled our brand identity and are beginning to bring this to life.
Our business name is now "Synovus Technology" as a replacement for the previous "Wildlife Control Technologies", and our product branding is around "Modal Control" to reflect the different modes of pest and predator control.
The different streams of our product development will all be part of the Modal Control system. We are developing this system as an integrated set of products that may be deployed individually or in variable combinations to detect, monitor, record and humanely and safely capture target animals where the objective is to reduce their density and abundance while minimising risks to non-target animals.
This sits at the heart of our purpose; "To create a future where pest and predator control allows nature and communities to thrive". We believe that humaneness and minimal non-target impacts are the gold standard for pest and predator control and should be an objective of all effective control operations.
You can learn more about the story behind our brand identity on Our Story page. We are particularly proud of our Modal Control graphic icon. This represents the famous Lotka-Volterra predator prey cycle and we have repeated this in our Synovus Technology branding to reinforce the tight integration between these two parts of our overall brand identity.
Invasive introduced predators are causing biodiversity havoc both here in New Zealand and in many other countries around the world. We believe it is time for innovative technology to shift the balance of these predator prey interactions and focus on making the predator the prey so their impacts may be reduced to allow vulnerable and threatened populations of native wildlife to recover.
What's in a Name?
The familiar saying "A bird in the hand is worth two in the bush" warns about the risks that come with trying to achieve more by challenging the status quo.