Laser instead of ultrasound.
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 draft was called NanoPURE and already contained the symbol, 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.

Decision of October 2026

At the end of October 2026, A.R.C. Laser (product management, Christin Bartlog) decided on the name. NanoPURE becomes PURE. The symbol, the colors and the typefaces stay as they were developed for the draft. New is the variation PURE by CETUS, in which the device is named in small type.

• The name is PURE. No more concepts A, B or C, no switcher. Other name candidates from the discussion are closed and do not appear here.
• The symbol stays: navy arc and seven petrol dots, construction unchanged.
• Colors stay: navy, petrol, mint. Headings in Geist instead of IBM Plex Serif since October 31, 2026, text in IBM Plex Sans.
• One brand without tiers. The “pro” tier from the draft is not part of the decision, see Open items.
• Portal at purebrand.arclaser.cloud. The old portal remains as an archive and points here.

Starting point

The technology behind it is the CETUS NanoLaser: 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 the name? What do you need in order to actively talk to patients about the procedure? The question of the name was answered in October 2026.

1. Evaluate feedbackRight after the user meeting. Responses on name, components and needs. Decision for PURE.
2. Develop the conceptA.R.C. Laser. Rules, logo system with two forms, claims, trademark search. 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: How should the lens be removed? PURE answers that with a verifiable property, not with a feeling. Competitors are neither named nor disparaged. The procedure explains itself through its own properties.

Attitude and character

PURE 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 PURE. Always in capitals, including in running text. Toward professional audiences it is called PURE by CETUS: “by” in lowercase, “CETUS” in capitals, three words with spaces.

The name stands for “purely laser, no ultrasound”, that is, for the one verifiable property of the procedure (“100 % laser. 0 % ultrasound.”). It does not stand for purity, sterility or freedom from side effects and is never explained that way. The acronym from the draft (P, U, R, E for Precise, Ultrasound-free, Resolution, Extraction) is not part of the decision; “Precise” was not substantiated anyway.

• Correct toward patients: PURE
• Correct toward professional audiences: PURE by CETUS
• Correct as a procedure description: PURE, lens surgery with the CETUS NanoLaser
• Correct as the device: CETUS NanoLaser (long form), CETUS (short form), toward patients “the nanolaser”

• Pure, pure, NanoPURE (the old name)
• PURE BY CETUS, Pure by Cetus, PURE/CETUS, PURE CETUS, CETUS PURE
• “the PURE” as a device name. PURE is the procedure, the device is called CETUS.
• “by CETUS” on its own, without PURE in front of it.
• Hyphenating the name at a line break or splitting it into syllables.

The sender is in every case A.R.C. Laser GmbH. The manufacturer’s website has so far spelled the device inconsistently (Cetus NanoLaser, CETUS Nano-Laser, NanoLaser CETUS); for everything created under PURE, the spelling CETUS NanoLaser applies.

One brand, two forms

PURE is a brand without tiers. It has two forms that differ only in whether the device is named. Which form belongs on a surface is decided by the audience, not by taste.

Which form where

• Never both forms on the same surface. A flyer is PURE, a data sheet is PURE by CETUS.
• “by CETUS” never stands alone. It is an addition, not a brand.
• “by CETUS” is never larger than 0.34 of the PURE cap height and always appears in steel, never in petrol or navy. It is meant to stay quiet.
• Both forms carry the same symbol, the same wordmark, the same colors.

Brand architecture

Three names, three roles. They are not mixed and do not replace one another. The device appears in the logo only as the endorsement “by CETUS”.

• On patient material PURE leads, A.R.C. Laser appears small as the sender, the nanolaser is explained in the text.
• On professional material PURE by CETUS leads, 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 PURE.

Logo

The symbol

An arc and seven dots. The arc stands for the lens, the dots for its 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. It is carried over unchanged from the draft.

Construction

• PURE: IBM Plex Sans 600, capitals, tracking minus 0.01 em, navy. To the right of the symbol, gap 0.38 of the symbol height, cap height 0.37 of the symbol height.
• by CETUS: “by” Plex Sans 400 lowercase, “CETUS” Plex Sans 500 capitals, letter-spaced 0.10 em. Cap height 0.34 of the PURE cap height. Steel #7A8AA6 on light, #AEBBD0 on dark.
• Two-line (main form): “by CETUS” below PURE, left-aligned with the P, distance between the PURE baseline and the cap line of by CETUS 0.30 of the PURE cap height.
• Single-line: “by CETUS” to the right of PURE on the same baseline, gap 0.55 of the PURE cap height.
• Reversed: arc and PURE in white, dots in mint. The dots keep their opacity.

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. For PURE by CETUS, the line “by CETUS” counts as part of the logo; the clear space begins below it.

Below these sizes the small dots become invisible and “by CETUS” becomes illegible. If there is less room, use PURE without the addition, 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.
• “by CETUS” on its own, larger than 0.34 of the PURE cap height, in petrol or navy, or anywhere other than below or to the right of PURE.
• PURE and PURE by CETUS on the same surface.
• Inventing a tier or an addition (“PURE pro”, “PURE plus”, “PURE Premium”).
• 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, no red, no orange, no gradient. 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 sans serifs with a clear division of labor: Geist for headings, guiding statements and subheadings, IBM Plex Sans for text, tables, interfaces and the lettering. Geist is smooth and restrained and gives the brand a competent, friendly voice without playfulness; Plex Sans keeps long texts legible. Both are freely available (SIL Open Font License), so they can be used in print, web and practice material without license fees. Decided on October 31, 2026; before that, IBM Plex Serif was intended for headings.

Rules

• Headings in Geist, Medium weight (500), letter-spacing minus 0.015 em, never bold. Capitals only in the eyebrow and in the brand name.
• Running text in Plex 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 Plex 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.
• PURE in running text in the same typeface and size as the sentence, no special treatment, capitals only.

Substitutes in Office and email

Where Geist and IBM Plex cannot be installed (email clients, third-party computers), the rule is: Arial for headings and text, headings not bold, only larger. 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.

• 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, 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

PURE 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 dissolved and aspirated” instead of “lens fragmentation”.

Two audiences, one brand

Toward patients, PURE talks about the experience: without ultrasound, the familiar workflow, the lens is dissolved and aspirated. Toward professional audiences, PURE by CETUS talks about clinical results and workflow: energy input, endothelium, single-use probe, compatibility. Both levels carry the same symbol and the same colors, but never the same sentences and never the same logo form. Professional arguments do not belong on patient material.

Claims

The claims are facts that can be verified, not efficacy claims. They are used verbatim and not varied. Further languages are derived from the English version and reviewed for each country.

Patients, Germany

Laser statt Ultraschall.

Linsenchirurgie ohne Ultraschall

Patients, international

Laser instead of ultrasound.

Lens surgery without ultrasound

Surgeons, Germany

100 % Laser. 0 % Ultraschall.

Linsenchirurgie mit dem CETUS NanoLaser

Surgeons, international

100 % laser. 0 % ultrasound.

Lens surgery with the CETUS NanoLaser

Traffic light

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 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).
• PURE, PURE by CETUS, CETUS NanoLaser, 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

PURE 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 Unfair Competition Act (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 name itself

“Pure” means clean, unmixed. As soon as material lets “pure” be understood as sterile, free of side effects or free of complications, it is an efficacy claim without evidence (Section 3 sentence 2 nos. 1 and 2 HWG, MDR Art. 7(a) and (c)). That is why PURE is explained everywhere as “purely laser, no ultrasound” and never otherwise. Added to this is a conflict with trademark law: the more strongly PURE is explained in advertising as a statement of characteristics, the more descriptive it is as a trademark, see Trademark check.

The planned statements

Classification under the German Health Advertising Act, the UWG, MDR Article 7 and professional law, as of October 17, 2026, supplemented on October 29, 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). 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. This is why PURE appears toward patients without “by CETUS”.
• 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.

Trademark check

Search of October 29, 2026 in TMview (ten offices: EUIPO, DPMA, WIPO, France, Spain, Italy, United Kingdom, Switzerland, Austria, USA), lists of goods via the EUIPO data interface, plus domain lookups. Checked were PURE alone, CETUS alone and the combination. TMview is not an official register; the hits must be verified by legal counsel. This portal reports the finding; it is not legal advice. The full check is available at Name check PURE and CETUS (German).

PURE

On registrability: “Pure” is an everyday word and promotional as a statement of quality. The German Federal Patent Court (BPatG) has regularly rejected PURE and compounds as lacking distinctiveness (24 W (pat) 9/09, 27 W (pat) 86/14, 25 W (pat) 16/21), and the EUIPO likewise “100% PURE”, “PURE POWER” and “ULTRAPURE”. For devices where “pure” does not describe a property, it went through (EndyMed, Prodeon, Sivantos). For a laser procedure that is explained as “purely laser, no ultrasound”, PURE describes exactly the advertised property. Protection therefore lies in the symbol and in the combination, not in the word.

CETUS

Combination and domains

The old name

The check of October 17, 2026 had found an identical EU figurative mark in class 10 for NanoPURE (“nanopure”, EUIPO 018351781, Wintek Trading (Ningbo), classes 9 and 10, protected until 2030), plus parallels in the United Kingdom, Japan and Canada, and in the USA the laboratory brand NANOPURE of Thermo Fisher; nanopure.de, .eu and .com were taken. That was one of the reasons for the change of name.

Recommended path

• File a combined word and figurative mark “PURE” with the symbol. The symbol carries the distinctiveness that the word alone lacks. Classes 10 and 44 mandatory, consider 41, 35 and 9.
• Secure CETUS as a word mark in 10 and 44. Beforehand, document earlier rights (use for more than ten years: invoices, trade shows, CE documentation) and have the partial revocation of Invacare EM 018066484 for “surgical apparatus” examined.
• Have it examined whether “A.R.C. Nano Laser” (EM 018035440) is used in a rights-preserving way in the form “CETUS NanoLaser” (Art. 18 EUTMR).
• Likelihood of confusion of the composite sign against the PURE marks (EndyMed, Prodeon, BioCer, Sivantos) and against CETUS (Invacare) to be assessed; the initial word PURE is considered dominant.
• In the market: Johnson & Johnson, Alcon, Bausch + Lomb and PhysIOL use “Pure” as a name component in the same operation. The risk is more one of unfair competition law (misleading as to origin) than of trademark law and argues for the symbol as the main carrier of the brand.
• Do not file anything yourself, do not contact anyone. No domain purchases before the search. That is a matter for the legal counsel of A.R.C. Laser.

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 (PURE), one for physicians (PURE by CETUS). 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 for lens exchange in presbyopia

Laser instead of ultrasound.

Lens surgery without ultrasound

With the nanolaser, your natural lens is dissolved and aspirated, without ultrasound. The familiar course of the operation remains. Whether the procedure is suitable for you is something your eye doctor discusses with you.

[Practice name] · PURE practice · Advertising · Procedure with a medical device from A.R.C. Laser GmbH

Lens surgery with the CETUS NanoLaser

100 % laser.
0 % ultrasound.

Clinical

• No ultrasonic oscillation of the needle
• No ultrasonic heat at the incision*
• Lower energy input*

Lower endothelial cell loss in studies*

Workflow

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

* Tanev 2016, Zbiba 2023; Sauder 2024 not significant · ** Compatibility list · A.R.C. Laser GmbH

Adapting practice material

Digital

• Practice website: one approved text module with the PURE 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. The avatar is the symbol alone.
• 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.
• Device and packaging: PURE by CETUS single-line, in one color, navy or white, at clear-space distance from the manufacturer logo.

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. PURE and “by CETUS” are not translated. 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 follow the decision of October 2026. They may be used for drafts, coordination and the pilot, not for print runs, until A.R.C. Laser has approved the portal.

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).

Changes from the draft

What this portal defines differently from the discussion draft of the user meeting, and why. The name and the logo system are binding through the decision of October 2026. The remaining rows are proposals to Christin Bartlog and Zoe Geiß that become binding with the approval of the portal.

Open items

• Attorney trademark search PURE and CETUS and filing strategy: combined word and figurative mark PURE with the symbol, CETUS as a word mark in 10 and 44, document earlier rights, examine partial revocation against Invacare. See Trademark check. No filing and no contact beforehand.
• Tier (formerly “pro”): not part of the decision. Until A.R.C. Laser decides otherwise, one brand without tiers. If it does, clear the wording in advance with an attorney and a state medical association.
• 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.
• Practice package: templates for roll-up, brochure, website module and social media as editable files, each in the correct logo form.
• Brand license agreement per practice drafted by an attorney; budget and responsible persons for HWG, MDR and trademark review.
• Approval of the portal by A.R.C. Laser (Christin Bartlog).

Open on the evidence side since October 17, 2026

• 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).
• 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.
• Compatibility list of phaco systems from product management.
• Spelling of the device on arclaser.de and arclaser.com to be unified (CETUS NanoLaser) so that “by CETUS” rests on a fixed name.
• English version of this portal under /en/ to be kept in step with the German version.