Karlsruhe / Brno, September 1, 2025 – Tescan Group proudly introduces its new global brand platform The Art of Discovery at this year’s Microscopy Conference (MC) in Karlsruhe, Germany. Built on the belief that beauty lies in what is yet to be discovered, it reflects Tescan’s ambition to be a trusted growth partner in science.
This rebrand signals a pivotal step in Tescan’s shift toward a more integrated model — combining advanced technology, workflow-focused solutions, expert support, and a community built on shared knowledge.
This represents Tescan’s broader focus on delivering customer-centric solutions rather than simply providing technology.
New Aspiration, Approach and Drivers
"Our brand transformation captures who we are today — a company built on strong partnerships, driven by results, fueled by innovation, and committed to delivering purposeful solutions that put users first," says Sirine Assaf, Chief Revenue Officer at Tescan.
Guided by its core principles, Tescan sets a clear ambition: to empower customers and partners with tools, software, and services built for what’s next. At the heart of this transformation is a simple idea — removing the barriers between a question and its discovery.
"This transformation isn’t just about technology. It reflects a continuous evolution in how we think, how we work together, and how we enable the scientific community with timely solutions to fasten their discoveries," says Sirine Assaf, Chief Revenue Officer at Tescan.
Automation and Innovation
Building on last year’s successful introduction of multiple new instruments (including the plasma FIB-SEM Amber X 2) — Tescan continues its innovation journey across the entire portfolio. This year, the company’s primary focus is on enhancing automation throughout all its products, aiming to streamline scientists’ workflows at a time when speed and accuracy are more important than ever. Alongside its new brand platform, Tescan is also unveiling two new software solutions: AutoSection and TEM AutoPrep PRO – Inverted & Planar Lamella Automation.
"Our primary goal in this area is to reduce the time from instrument purchase to when users can fully leverage its capabilities. We accomplish this through intelligent automation, deep application expertise, and close collaboration with our customers," closes Bruno Janssens, Chief Strategy Officer at Tescan.
For more information visit www.tescan.com.
To bring our brand aspiration to life, we’re sharing an exclusive interview with our CEO — offering a closer look at Tescan’s direction and plans for the years ahead.
Interview with Jean-Charles Chen, CEO of Tescan Group: Unveiling a New Era of Discovery
Question: Tescan’s new look is quite bold and seems to signal a big change. What is the extent of this rebranding?
Jean-Charles Chen: This is much more than a cosmetic redesign. It’s a strategic repositioning that reflects the way we see how science is evolving, and how Tescan is evolving with it. We're aligning with a new era of scientific discovery by enabling better-integrated workflows, faster time from question to insight, and a tighter connection between our technology and our users' needs.
It’s a shift from being a product-oriented company to becoming a solutions partner. This means more automation, smarter software, and a mindset rooted in customer outcomes. The new look is simply a reflection of that deeper change.
Question: What is behind the new brand claim, “Accelerating the Art of Discovery”?
Jean-Charles Chen: Discovery is not just a technical process; it’s a craft. Our claim speaks to that artistry and to the value we bring by supporting every step of the research journey. Where many focus on performance metrics alone, Tescan supports the full workflow, the full context. We don’t just make instruments; we help scientists get answers faster, with more clarity and less friction.
We want to honor the elegance and complexity of what researchers do and position ourselves as true partners in that pursuit.
Question: The new visual identity seems quite different from traditional industry norms. What inspired this design approach?
Jean-Charles Chen: We intentionally moved away from conventional design tropes. The world of research isn’t monochrome — it’s dynamic, diverse, and human. Our new palette reflects the real environments in which science happens today.
We wanted the design to feel more approachable without compromising rigor. It’s not about being trendy; it’s about being true to how science is done, by teams, by people, across borders and disciplines.
Question: Was there anything wrong with the previous brand? Why change now?
Jean-Charles Chen: Not at all. Our former brand served us well, but it was built at a different time. Today’s scientific landscape has changed. Expectations around usability, support, and accessibility are higher than ever. We needed a brand that matched the agility and openness that modern researchers expect. This isn’t a rejection of our legacy; it’s a natural progression of it.
Question: How will this shift benefit existing Tescan customers and partners?
Jean-Charles Chen: Everything we’re doing is about enhancing the user experience. From simplified onboarding and clearer communications to improved software and support services. We want every touchpoint with Tescan to be more helpful, intuitive, and aligned with how scientists actually work.
For our partners, it means a clearer value proposition, stronger integration across systems, and deeper collaboration. We’re thinking beyond the product and into the practice of discovery.
Question: Is this repositioning driven by market pressure or competition?
Jean-Charles Chen: It’s driven by vision. We see where science is heading — more integrated, more outcome-driven, more collaborative, and we’re taking proactive steps to stay ahead of that curve. It’s not about reacting to the market. It’s about leading it with intention.
Question: With this shift to being a solutions provider, how is Tescan’s role evolving?
Jean-Charles Chen: Our instruments remain central, but we’re building a more holistic offering. We’ve expanded Tescan Academy and the Tescan Collaboration Network to support learning and peer exchange. These platforms help customers not only master the tools but also connect with others to solve problems and innovate together. It’s a shift from delivering products to enabling breakthroughs. That’s the kind of impact we’re aiming for.
Question: Why choose to debut the brand at the MC?
Jean-Charles Chen: Although we’re a global company, our roots are in Europe, so it felt natural to introduce the new brand here. This launch reflects where we come from, but of course, we’re rolling out in the U.S. and Asia, where we continue to grow and invest.
Question: Final thoughts about the rebranding — what excites you most about this new chapter for Tescan?
Jean-Charles Chen: Honestly, it’s the clarity. We now have a brand that truly reflects who we are and where we’re heading. It gives our teams, our partners, and our users a shared language and direction.
We’ve always been committed to science. Now we’re even better positioned to serve it, with technology, empathy, and purpose.
We’re not just accelerating discovery; we’re accelerating what it means to be Tescan in this new era.
Question: Let’s now shift our focus a bit more towards the business side of things. What are the company’s strategic priorities for the next 3 to 5 years?
Jean-Charles Chen: Our strategic priority will always be to serve our customers and business partners with innovative products and workflow solutions developed to maximize their return on investments. In addition, our strategic priorities will be to expand our activities in the Semiconductor market faster than market growth while addressing new end-markets in Material Science and Life Science markets. We will also strengthen our positions in new territories, especially in EMEA and APAC where we will expand and develop the level of customers support services to ensure their instruments are well and timely maintained.
Question: Which markets are you aiming to expand into in the coming years, and what factors influence your market selection?
Jean-Charles Chen: That’s our strategic priorities. Apart from continuing to serve our traditional Academic and Industrial customers in Material Science, we want to expand and focus efforts to grow in serving two main markets for the years to come: Semiconductor and Life Sciences markets. We will focus on these markets where we think our products can make a difference and can provide our customers added value and differentiated capabilities to perform their research and work.
About Tescan Group
Tescan builds advanced imaging systems that help scientists and engineers explore the micro and nano worlds. In doing so, we help turn observation into insight and questions into progress.
Established by a small team of five engineers in 1991, Tescan has grown into a global company with over 800 employees in 11 countries, united by a brand platform to Accelerate the Art of Discovery. Now Tescan technologies play a central role in laboratories around the world, supporting materials research, failure analysis, and nanoscale imaging with nearly 4,500 systems installed in over 80 countries.
Since 2013, Tescan Group has expanded its expertise through a series of acquisitions that have sharpened its technological edge. The merger with ORSAY PHYSICS brought advanced focused ion and electron beam technologies into the Group. In 2018, the acquisition of XRE expanded Tescan’s capabilities in dynamic and micro-CT imaging, opening new possibilities in non-destructive analysis. Another milestone came in 2023. TESCAN ORSAY HOLDING and its subsidiaries were acquired by Carlyle, a U.S.-based private equity firm, marking a new phase of focused investment and global ambition.
In 2024, Tescan Group expanded its technological depth and global footprint. The acquisition of EXpressLO LLC, along with its patent portfolio, added new capabilities in precision stage control and sample handling. That same year, the Group expanded its presence in Asia with the acquisition of TESCAN KOREA Co., Ltd. and DML Co., Ltd. New subsidiaries in Taiwan and Singapore followed, strengthening our commitment to serving scientists where discovery happens.
Tescan Group is headquartered in Brno, Czech Republic, where most systems are designed, assembled, and tested. It’s here that engineering meets purpose and where systems built for discovery are prepared for work in the world’s leading laboratories.
Press Contact
For further information, interview requests, or media inquiries, please contact:
Linda Bilal, Global Marketing & Brand Strategist
Marketing Department
Tescan Group, Libušina třída 21; 623 00 Brno – Czech Republic
Phone: +420 778 788 844
Email: linda.bilal@tescan.com