The new innovative mechatronic arm system from Brainlab Corporate Services GmbH is a practical helper in the operating theatre and needs an equally practical name that not only describes its functions, but also fits into the existing naming system, which is characterized by short, easy-to-speak and internationally usable names.

The new product acts as an additional arm for the surgeon, can be quickly and easily moved into the desired position, is mounted directly on the operating table, thus saving valuable floor space, and can assist in numerous operations thanks to various attachments. These advantages over a large, bulky machine should be expressed in a suitable name. The flexibility of the mechatronic arm system with 7 degrees of freedom must also be mentioned - after all, competitors offer a maximum of 6.

In a second step, it should be possible to add a descriptive suffix to the name to describe the different functions and areas of application of the arm system. This component therefore always had to be taken into account in the naming process.

From a long list of suggestions, our customer favored four names, of which Cirq finally prevailed. A name that lends personality to the technical product. Coming from the English word "circular", the name directly expresses the movement possibilities of the device. Short, concise, international and striking thanks to the unusual combination of the letters C and Q, Cirq fits perfectly into the existing naming system with products such as Buzz, Node, Kick or Curve.

Cirq - the small one with great freedom of movement. The name reflects the compactness of the device and gives the product its own personality.