You may think it sounds like a biological term, but Andre Lussi has high hopes for Clearstream, the new name for Cedel International.

Cedel paid a hefty sum to Wolff Olins, a London-based creative agency tasked with developing and revitalising corporate brands. "Only in London can you get creativity like this,' said Lussi of his creative agency. Lussi then explained to a captivated London audience the reason behind using the constituent parts of the name. We particularly liked his reason for using "clear'. Rather than a barefaced attempt to take off, in his own words "our friends in Belgium', Lussi explained that when he thought about it long enough and hard enough, the overwhelming notion he derives from the word "clear' is "clarity'. Only in Luxembourg could you get a profound statement like that.