EmbryoMethod

Abstract

In the Universal Fertility Centers (UFC) company logo, a faintly purple cloud of an embryo floats inside a purple sphere, encircled by two white, elliptical lines. It signals the global aspirations of the company, its association with high-tech futuristic thinking and the centrality of embryos to its practice. This logo is found on all company letterhead and on office doors in its five Israeli branches as well as in the Romanian ova-extraction clinic. It is an attempt to ‘brand’ the company, to create an immediately recognizable mark that will be associated with the company, such as the Nike ‘swish’ or McDonald’s golden arches. Whilst at the time of my research this was primarily an Israeli company, it now has strong links with the USA and Europe, with clinics in other parts of Eastern Europe as well as Israel and Romania. Its global aspirations are being realized.