NEW YORK, July 30, 2012 /PRNewswire/ -- Straightline celebrated the official launch of Gentherm Inc., the global thermal management technology company previously known as Amerigon Inc., by joining Dan Coker and Gentherm executives to ring the opening bell for the Nasdaq Stock Market on June 13, 2012. The bell ringing marked the public debut of Gentherm's new name, brand and ticker symbol, THRM, all developed by Straightline to reflect the company's growing global capabilities and leadership in thermal technologies after Amerigon's 2011 acquisition of Germany-based W.E.T. Automotive Systems AG. "We are a new company today as a result of the addition of W.E.T., and we have changed our name to reflect that," President and CEO Dan Coker stated. Michael Watras, CEO of Straightline, added, "We were delighted to help the Gentherm team create a brand that captures their passion for bringing innovative, efficient heating and cooling technologies to customers around the world." Straightline's branding work involved global discovery, including in-person qualitative research in the US and Germany, a new brand strategy, name, corporate identity and visual design system. "The logo and design system capture the dynamism that is at the heart of Gentherm's processes and products," said Jim Hatch, Straightline's Creative Director. "Gentherm is not a company content to stand still; it is developing thermal management technologies that will support more efficient, sustainable energy management solutions for the future," remarked Jessica Orkin, Straightline's Managing Director. "We captured this commitment in their new tagline, 'Inspiring Efficiency.'" Straightline: Straightline is a strategic brand-consulting firm that builds value for market leaders and emerging companies around the world by creating and implementing powerful brands. The firm frequently helps companies successfully navigate times of great change with strategic brand tools that help galvanize employees, amplify competitive advantages and position for sustainable growth. Clients include some of the world's leading enterprises, including Xerox, T-Mobile, Thomson Reuters, Time Warner, and Wyndham Worldwide.