General Motors has unveiled a new safety brand, Periscope, which is designed to take a holistic approach to safety, inclusive of vehicle technology, research, and advocacy.

This new brand was created to support the automaker’s continue efforts toward a future with zero crashes, according to the automaker. Under the brand, GM engineers will continue to develop and implement new technologies that can help further reducedriver error, using available feature and leveraging research and testing for new innovation.

“Periscope is how we develop safety through a human lens – it’s the intersection of our research, advocacy and vehicle technologies and an articulation of the work of our engineering team is doing to help everyone on the road – including drivers, passengers, pedestrians and more,” said Maryann Combs, GM VP, Global Vehicle Safety.

Reflecting GM’s technological developments, Periscope will focus on continue research to identify which tehcnologies have the biggest impact on reducing crashes. The automaker said it will work with research insistutes to study how vehicle safety technologies are reducing crash rates.

The automaker’s advocacy efforts to continue vehicle safety education will also play a role in GM’s new safety brand.