TonoCare air puff tonometer being used for examination

Keeler, a long-standing leader in the ophthalmic industry, is announcing the launch of a new brand, heralding a major refresh of their presence in the market. This undertaking has been inspired by a redefinition of Keeler’s expression of purpose and vision to align with a revamped business strategy, as supported by new leadership. A renewed focus on marketing strategy and execution will underpin the amplification of campaign initiatives in the coming months.

“The launch of this new, modern and vibrant brand for Keeler is so exciting for us as an organisation,” says Amy Hagar, the Head of Global Marketing Communications. “This reflects the thriving, future-facing company we are today after having grown as a leader in the ophthalmic industry for over 100 years.”

A new logo is inspired by the side profile of an open eye, a multi-coloured curved icon that ties in with a more modern typeset representing the Keeler name. The new tagline is “Focused on you”, which reflects the company’s top priority, focusing on the needs of customers and potential industry partners, as well as current and prospective employees.

As a company, Keeler exists to help customers bring an end to preventable vision loss, and as leaders in the manufacture of ophthalmic instruments, they deliver the life-changing products and solutions that enable customers to be successful in their own critical roles within the world of eye care.

Keeler plays an enduring role in empowering customers in the ever-evolving global healthcare market, and the company’s new brand reflects that driving force as they look to the future. Find out more about Keeler’s range of life-changing products and solutions at and

About Halma

Keeler is part of Halma, a global group of life-saving technology companies, focused on growing a safer, cleaner, healthier future for everyone, every day.

Halma’s purpose defines the three broad market areas where they operate:

  • Safety: protecting life as populations grow and protecting worker safety.
  • Environment: addressing the impacts of climate change, pollution and waste, protecting life-critical resources and supporting scientific research.
  • Health: meeting rising healthcare demand as growing populations age and lifestyles change. Halma employs over 7,000 people in more than 20 countries, with major operations in the UK, Mainland Europe, the USA and Asia Pacific. Halma is listed on the London Stock Exchange (LON: HLMA) and is a constituent of the FTSE 100 index.

In January 2022, Halma was named one of Britain's Most Admired Companies by Management Today. Learn more about Halma at