First, of course, there is a technical explanation: Vexcel is made up of words like vector, an important term in photogrammetry, and excellence, which is self-explanatory. One could also identify pixel, the smallest part of a digitized image, at least phonetically. All of these are clear indications of Vexcel Imaging’s business direction.

The next explanation deals with „Wechsel“, the German word for change, which is pronounced just like Vexcel in English. In fact, for the founder of Vexcel Imaging, Franz Leberl, and his family, the foundation of this US-based company and moving to America was a big change or „Wechsel“ in their lives.

And finally, Traude Leberl, Franz’s wife and later CEO of Vexcel Imaging in Austria, was born and raised in a small village called „St. Corona am Wechsel“ in the „Wechsel“ mountain area between Vienna and Graz. This topographical name is pronounced the same as the German word for change mentioned before.

Who knows how the creative process ended thirty years ago and what else might have influenced the final decision but isn’t it cool to have a company name that leaves room for interpretation in an ambiguous way?