EUGENE, Ore. – Stryker Crossbow is introducing a new logo and tagline – Speed. Strength. Stryker – that convey the company’s bold, unapologetic pursuit of power and performance. The Stryker brand has always been a leader in technological development and efficiency, and now the company’s new Stryker “X” logo serves as a symbolic standpoint of advanced forward thinking.

“At Stryker, we exist to innovate for the cutting edge hunter,” said Ryan Hawkins, Product Marketing Manager for Stryker. “Our consumers demand an edge against their prey and that is why we push the boundaries in terms of technological innovations.”

The new Stryker logo features a large green “X” with “Stryker Crossbows” emblazoned in bold, black letters across it. Beneath the logo is the company’s new tagline, “Speed. Strength. Stryker.” The new branding maintained elements of Stryker’s previous green-dominant color scheme to recall the intense confidence customers feel with a Stryker in their hands.

“The new icon better reflects the modern, take-no-prisoner values of the brand while appealing to a market that is starved for a refreshing, innovative hunting crossbow,” added Hawkins. “This repositioning strategy connects with the advanced crossbow fanatic, and resembles high performance innovation. We believe the new tagline articulates our differentiation and fearless branding shift towards being a more predominate leader in crossbow technology.”

The new branding will appear on all new products and marketing materials effective beginning in July.

Stryker Crossbows is a division of Bowtech Archery. Bowtech manufactures and distributes the world’s finest compound bows and archery equipment. Founded in 1999, Bowtech’s offices and manufacturing facilities are located in Eugene, Ore., and Kitchener, Canada. Bowtech Inc. has a worldwide distribution network of brands including: Bowtech, Excalibur, Diamond, Stryker and Octane.