Gentle on the eye.
A brand for lens surgery with the nanolaser.

Idea

Where the idea comes from

Patients ask about procedures, not about devices. Someone who has laser eye surgery says LASIK or SMILE, not the name of the laser. For lens surgery with the nanolaser there has been no such term so far. Every practice explained the procedure in its own words, with its own images and its own messages, and in other countries distributors developed their material from scratch each time.

Christin Bartlog and Zoe Geiß of A.R.C. Laser turned this into a discussion starter for the User Meeting 2026: a shared procedure brand, led by A.R.C. Laser, available to all users, nationally and internationally. The concept exists as a discussion draft and already contains the name, logo, colors, claims, imagery and the division of roles. This portal develops the draft into a binding set of rules so that everything created under the name from now on fits together.

Starting point

The technology behind it is the NanoLaser CETUS: ultrashort pulses of an Nd:YAG laser in the nanosecond range are fully absorbed in the titanium needle of the single-use probe. A small flash of light (plasma) forms in the cavity and supplies the energy to break up the lens. The lens material is aspirated through the existing fluidics, so the familiar workflow remains. No ultrasound, no ultrasonic oscillation of the needle, no ultrasonic heat at the incision. The clinical evidence and its limits are described in the Regulatory section.

The device in numbers

What happens next

The concept was put up for discussion at the User Meeting 2026. Four questions were on the table: Would you use a shared procedure brand in your practice? Which components would be most valuable? How do you like NanoPURE as a name? What do you need in order to actively talk to patients about the procedure?

1. Evaluate feedbackRight after the user meeting. Responses on name, components and needs.
2. Develop the conceptA.R.C. Laser. Rules, logo system, claims, regulatory review. This portal.
3. Pilot with interested practicesUse the material in a few practices, train the consultation, gather experience.
4. National and international rolloutPackage for distributors, languages of the target markets, country-specific review.

Brand

Brand core

Positioning

The positioning does not start with the device but with the decision the patient makes anyway. Someone who invests in a premium lens wants it implanted gently. NanoPURE connects the two: the gentle procedure and the high-quality lens. Competitors are neither named nor disparaged. The procedure explains itself through its own properties.

Attitude and character

NanoPURE speaks like an experienced physician who takes her time: competent, calm, attentive. Medically precise, but never cold. The design follows the same attitude: light, soft, plenty of air, no hard edges, no signal colors.

Name and spelling

The brand is called NanoPURE. One word, no space, Nano with a capital N and lowercase letters, PURE in capitals. The word carries the procedure within it:

• Correct in running text: NanoPURE
• Correct with tier: NanoPURE pro (pro in lowercase, with a space)
• Correct as a procedure description: NanoPURE, lens surgery with the NanoLaser CETUS

• Nanopure, NanoPure, Nano PURE, Nano-PURE, NANOPURE
• NanoPURE Pro, NanoPURE PRO, NanoPURE-pro
• “the NanoPURE” as a device name. NanoPURE is the procedure, the device is called CETUS.
• Hyphenating the name at a line break or splitting it into syllables.

The device keeps its name: NanoLaser CETUS (toward professional audiences also Nanolaser Cetus in running text). Toward patients it is called the nanolaser, never the model designation alone.

NanoPURE and NanoPURE pro

The brand has two tiers. They do not differ in the procedure but in the lens that is implanted. This keeps the promise the same, and the practice can name the tier that suits the patient.

• Both tiers carry the same symbol and the same wordmark. The suffix pro follows in a light weight and a muted color.
• In patient communication both tiers are shown side by side so that the choice of lens becomes visible as a decision.
• A tier is not a statement about the quality of the procedure. The procedure is the same in both cases.

Brand architecture

Three names, three roles. They are not mixed and do not replace one another.

• On patient material NanoPURE leads, A.R.C. Laser appears small as the sender, CETUS appears in an explanatory role.
• On professional material NanoPURE leads together with CETUS, A.R.C. Laser as the sender.
• On practice material the practice is added: name, contact details, the practice logo on request. See Applications.
• The A.R.C. Laser brand portal (brand.arclaser.cloud) governs the sender. This portal governs everything called NanoPURE.

Logo

The symbol

An arc and seven dots. The arc stands for the lens, the dots for its gentle dissolution by the nanolaser. The dots continue the arc, become smaller and paler and dissolve toward the right. The symbol tells the procedure in one image, without an eye, without a beam, without a device.

Permitted versions

Clear space and minimum sizes

The unit of measure is x, the stroke width of the arc. The clear space all around is 2 x. Nothing is placed in this space: no text, no other logo, no image edge.

Below these sizes the small dots become invisible and the brand looks unfinished. If there is less room, use the symbol alone or leave out the logo and spell out the name.

What is not allowed

• Rearranging symbol and lettering, for example stacking the symbol above the lettering. Only the horizontal version exists.
• Moving, adding, removing or equalizing the dots. The dissolution is the message.
• Swapping the colors: no petrol arc with navy dots, no mint on white.
• Applying gradients, shadows, outlines, 3D effects or gloss to the logo.
• Placing the logo on busy photos, close-ups of eyes or surfaces with too little contrast.
• Reading the arc as the letter C or using it as a bracket around text.
• Combining the logo with the A.R.C. Laser logo or a practice logo into a new symbol.
• Retyping the lettering in another typeface. The lettering exists as a path and is used only as a file.

Design

Color

Two brand colors, one light color, lots of surface. Navy carries trust and text, petrol carries medicine, clarity and the accent. Mint is the light on a dark background. Everything else is light, matte and calm.

Distribution

Mist and paper dominate a page. Navy carries text and individual surfaces. Petrol is the accent and appears sparingly: dots, highlights, links, a button. Mint appears only on navy. There is no signal color in the brand system. Red appears only in interfaces where an actual error is reported.

Contrast

Print

For offset printing the values in the color package are approximations. Before a print run, check a press proof against the screen color; navy tends toward violet in CMYK, petrol toward green. Pantone values have not yet been defined, see Open items.

Type

Two cuts of one family: IBM Plex Serif for headings and guiding statements, IBM Plex Sans for text, tables, interfaces and the lettering. The serif gives the brand its calm, medically serious voice, the sans keeps everything legible. Both are freely available (SIL Open Font License), so they can be used in print, web and practice material without license fees.

Rules

• Headings in Serif, Medium weight (500), never bold. Capitals only in the eyebrow.
• Running text in Sans Regular, line length 55 to 75 characters, line height 1.5 to 1.65.
• Emphasis in text with Semibold (600), not with color, not with underlining.
• Eyebrows in Sans Semibold, capitals, letter-spaced by 0.12 em, in petrol.
• No italics for headings. Italics only for foreign words and third-party brand names in text.

Substitutes in Office and email

Where IBM Plex cannot be installed (email clients, third-party computers), the rule is: Georgia for headings, Arial for text. For Microsoft Office at the practice, the typeface is included in the font package and installed once. Never mix in Calibri or Times New Roman.

Brand element: the dots

The dissolving dots from the symbol are the element that connects all applications. They run as a pattern along the edge of an image, as a divider between sections, as a background on dark surfaces and as motion on screen. They always tell the same story: something dissolves gently.

• The pattern fades out, it never fills an entire surface. The density decreases in one direction.
• In print, at most one edge per page. On screen, one edge per stage.
• As a divider between sections, a short row of dots that disappears toward the right. No solid lines.
• In motion the dots appear one after another, gently, without a jump. Users who prefer reduced motion see the result immediately.
• The dots are never decoration on photos of people and never on the eye.

Imagery

Light, calm, approachable: life with good vision. The images do not show the procedure but what becomes easy again afterward. People in their fifties and sixties, natural light, plenty of white space, muted colors that go with navy and petrol.

Language

Tone and messages

NanoPURE explains. Short sentences, active verbs, concrete words. The patient is addressed directly as “you”, never as “patients” in a direct conversation. Technical terms are translated, not avoided: “the natural lens is gently dissolved” instead of “lens fragmentation”.

Two audiences, one brand

Toward patients, NanoPURE talks about the experience: gentle, without ultrasound, easy on the cornea. Toward professional audiences, NanoPURE talks about clinical results and workflow: energy input, endothelium, single-use probe, compatibility. Both levels carry the same brand and the same colors, but never the same sentences. Professional arguments do not belong on patient material.

Claims

Four messages, one each for patients and professional audiences in German and English. They are used verbatim and not varied. Further languages are derived from the English version and reviewed for each country.

Patients, Germany

Sanft zum Auge.

Laser statt Ultraschall · hornhautschonend

Patients, international

Gentle on the eye.

Ultrasound-free laser surgery · cornea-friendly

Surgeons, Germany

Ultraschallfrei. Endothelschonend.

Linsenchirurgie mit dem NanoLaser CETUS

Surgeons, international

Ultrasound-free. Endothelium-sparing.

Lens surgery with the CETUS NanoLaser

Arguments for professional audiences

¹ Footnote under Section 6 HWG: Tanev 2016 (J Cataract Refract Surg 42:725) and Zbiba 2023 (Front Med, DOI 10.3389/fmed.2023.1097404), with the note that the randomized study Sauder 2024 did not find the difference significant. ² The compatibility list is maintained by A.R.C. Laser and cited on the material. Both details must be inserted before printing, see Regulatory.

Style rules

• German texts use real umlauts and ß, never ae, oe, ue or ss as substitutes.
• No dashes as punctuation. Use a comma, a colon or two sentences instead. The middle dot (·) separates keywords in claims and footers.
• Quotation marks: German „so“, English “so”.
• Numbers in text spelled out up to twelve, percent with a space (2.1 %, in German 2,1 %), units with a space (6 mm).
• NanoPURE, NanoPURE pro, NanoLaser CETUS, A.R.C. Laser: always exactly like this. No emojis, no exclamation marks in headings.
• English in American spelling (color, center), like the other English materials of A.R.C. Laser.
• People are referred to as patients and physicians. German texts name both forms (Patientin und Patient, Ärztin und Arzt) without special characters inside the word.

Use

Regulatory

NanoPURE advertises a medical procedure performed with a medical device. This is governed by the German Health Advertising Act (Heilmittelwerbegesetz, HWG), the Medical Device Regulation (MDR, Article 7), the German Act against Unfair Competition (UWG) and, for the practices, the professional code for physicians. A.R.C. Laser reviews and approves every piece of material before a practice uses it. Practices do not alter approved texts.

The planned statements

Classification under the German Health Advertising Act, the UWG, MDR Article 7 and professional law, as of October 17, 2026. The basis is the evidence file of this portal (state of the studies, legal framework with references). Final approval rests with the legal counsel of A.R.C. Laser. For efficacy claims the strict standard of the German Federal Court of Justice applies: substantiated means randomized and controlled.

State of the evidence in brief

There is no meta-analysis and no systematic review on the nanolaser. Consistently substantiated is the energy input that is one to two orders of magnitude lower. Whether this leads to less endothelial cell loss is plausible but not established: the only published randomized, masked study misses this endpoint. Equally substantiated are the limits: longer fragmentation time, more irrigation fluid, hard nuclei, learning curve. They belong in the material (MDR Art. 7(c), Section 5a UWG).

What is still missing from the material

• Labeling as advertising and naming the sender on every patient piece (Section 11 no. 9 HWG, Section 5a UWG).
• Notes on risks and limits: longer surgery time, possible conversion to ultrasound for hard nuclei, capsule rupture as in any cataract surgery, no guarantee of spectacle independence.
• Separation of manufacturer and practice: practices may not advertise on behalf of a manufacturer (Section 27 (3) MBO-Ä). Practice material is the practice’s own procedure information; A.R.C. Laser appears in the legal notice and the technology note, not as the advertising sender.
• Physician finder with a note that a listing is neither a recommendation nor a certification (following Alcon’s example), and with published listing criteria. No fee, no advantage for the listing.
• Source sheet that accompanies every version of the material, and a documented approval per version under the MDR (date, reviewer).
• Brand license agreement per practice: scope, design rules, approval, revocation.

Applications

A shared presence consists of four components. Everything is created centrally at A.R.C. Laser; the practices only add their name and contact details.

Roll-up banners, 85 × 200 cm

Two roll-ups, one for patients, one for physicians. The sketches show structure and hierarchy, not the print file. Before printing: photos instead of color surfaces, study references, compatibility list, practice details, print files with bleed in CMYK.

For cataract and presbyopia

Gentle on the eye.

Ultrasound-free laser surgery · cornea-friendly

Your premium lens deserves a gentle procedure.
Whether cataract or lens exchange for presbyopia: with the nanolaser, your natural lens is gently dissolved, entirely without ultrasound.

NanoPURE · NanoPURE pro

[Practice name] · Partner practice · nanolaser.de

Lens surgery with the NanoLaser CETUS

Ultrasound-free.
Endothelium-sparing.

Clinical

• No vibration
• No thermal stress
• Lower energy input*

Result: lower endothelial cell loss*

Workflow

• Single-use probe, ready to use immediately
• Uses the existing fluidics
• Compatible with common phaco systems**

* Study: author, year, journal · ** Compatibility list · A.R.C. Laser

Adapting practice material

Digital

• Practice website: one approved text module with wordmark, claim, three paragraphs and a reference to the consultation. No own text about efficacy.
• Social media: templates in square and portrait format, imagery as above, dot pattern along one edge, wordmark bottom left, practice name bottom right. Advertising is labeled as such.
• Physician finder: patients find partner practices through a central page run by A.R.C. Laser. Every practice that uses the material is listed there.
• Video: the explanatory video comes from A.R.C. Laser, with subtitles in the respective language. Practices do not edit it.

Roles and rollout

International

Developed once, usable in all markets. The content is created in German and English; further languages are translated from the English. Distributors receive a uniform package (logo, colors, type, templates, texts) and have it reviewed under the advertising and medical device law of their country before it is used. Whatever changes in that process goes back to A.R.C. Laser so that the brand stays the same in every country.

Files

Source files

All files are at draft status. They may be used for drafts, coordination and the pilot, not for print runs, until A.R.C. Laser has approved the brand.

Status and maintenance

This portal is the single source. Whoever changes a rule changes it here, in the German version and in the text version for AI tools. Questions and approvals: Christin Bartlog (product management), Maximilian A. Grimm (IT and portal).

Trademark check

Search of October 17, 2026 in TMview (EUIPO, DPMA, WIPO and national offices), supplemented by domain lookups. TMview is not an official register; the hits must be verified by legal counsel in EUIPO eSearch plus and DPMAregister. A similarity search (NanoPur, Nanopur, NanoPhaco) has not been carried out.

Domains

Assessment and recommendation

• Trademark risk high: identical EU trademark in class 10, plus UK, Japan, Canada and Thermo Fisher in the USA. An international rollout increases the risk.
• Domains poor: the three obvious domains are taken, only hyphenated and niche variants are available. A lasting disadvantage for a patient brand.
• Descriptive: “Nano” and “Pure” are both descriptive, so the scope of protection of a pure word mark would be narrow.
• Three names for one thing: NanoPURE alongside NanoLaser and CETUS, plus nanolaser.de as the existing patient site.
• Before the pilot: identity and similarity search by a trademark attorney (classes 10, 44, 41, 9, 5, 35; DE, EU, UK, CH, USA, target markets), assessment of the Wintek mark (the use requirement has applied since May 2026, a non-use defense is conceivable), and in parallel a check of alternative names before the name becomes emotionally entrenched. No application, no domain registration, no contact with domain owners before the search.
• If NanoPURE stays: file a combined word and figurative mark with the symbol, classes 44 and 41 first, class 10 after assessment; nanopure-verfahren.de and nanopure.health as minimum protection, main domain under nanolaser.de or arclaser.de.

The name candidates of the second concept are checked following the same pattern, see Concept B (German).

Changes from the draft

What this portal defines differently from the discussion draft of the user meeting, and why. All of it is a proposal to Christin Bartlog and Zoe Geiß; none of it is binding without their decision.

Open items

• Keep or change the name. Decision rests with A.R.C. Laser in view of the EU trademark in class 10 and the taken domains, see Trademark check. Attorney search before the pilot.
• Operating manual Rev. 2 as an actual file (the files on hand are placeholders): intended purpose verbatim, indications, technical data (pulse duration 4, 5 or 7 ns, repetition rate 10 or 25 Hz), laser class, warnings.
• Regulatory status: MDD or MDR certificate, notified body, validity; FDA 510(k) yes or no (sources contradict each other). Does the intended purpose cover refractive lens exchange? Otherwise remove “presbyopia” (MDR Art. 7(d)).
• Study footnotes. Recommendation Tanev 2016 and Zbiba 2023, plus Sauder 2024 with a note on the non-significant endpoint. The Healio figure (2.1 % versus 7.2 %) not in patient material. Obtain the full texts of Augenspiegel 2014 and 2018.
• Conflicts of interest of the cited authors to be disclosed (Section 6 HWG, credibility).
• “pro” tier: keep or abandon; if kept, clear the wording in advance with an attorney and a state medical association.
• Physician quotations and patient testimonials: which are dated, approved in writing and free of efficacy claims? Approval process with consent.
• Physician finder: listing criteria, disclaimer, no fee. Clarify the relationship to nanolaser.de: replace, supplement or subordinate. Two patient brands side by side make no sense.
• Brand license agreement per practice drafted by an attorney; budget and responsible persons for HWG, MDR and trademark review.
• Compatibility list of phaco systems from product management.
• Photo production for the four motif worlds. Until then, no illustrations or AI images in print.
• Pantone values and press proof for navy and petrol.
• English version of this portal under /en/: this page, to be kept in step with the German version.
• Practice package: templates for roll-up, brochure, website module and social media as editable files.