Davis-Standard pushes refresh button on branding
Davis-Standard LLC, a Pawcatuck, Conn., maker of polymer processing equipment, unveiled its new global brand with a new identity and messaging strategy. The branding includes a new website and logo, which is the first logo update in nearly 50 years, and the tag line, “Where your ideas take shape.”
“We previously branded ourselves as ‘The Global Advantage,’ and we’ve executed that by expanding our global facilities and capabilities over the years,” President and CEO Jim Murphy said. “But now the focus is more squarely on helping our customers execute, to better understand their requirements, to build stronger relationships and trust, and to provide the best total solutions.”
In terms of the new tag line, Murphy said that it is the brand’s exclamation point, and reflects the company’s intent to help customers create a better future, doing it with collaboration and teamwork. “We need to do this with each other within Davis-Standard and in partnership with our customers,” he said.