Apple does not supply a low-level formatting utility with any of our system software. This level of formatting is handled by the third-party vendor before they ship their drives. Apple's drive utility software only initializes the drive.
You might want to try Silverlining from La Cie. Silverlining can give you back the generic icon. There are also some icon altering utilities.
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The Tech Info Library article titled "Locating Vendor Information" can help you search for a particular vendor's address and phone number.