The firm says that the logo creates a closer connection between its two product brands – Dormer, which features a wide assortment of HSS and solid carbide round tools for drilling, milling and threading applications; and Pramet, which covers a variety of indexable tools for turning, milling and hole-making.
Explains Dormer Pramet branding strategy manager John Rushbrooke: “There are several reasons for the change, but the main driver is that the previous Dormer logo design was not consistent with the Dormer Pramet corporate logo or the Pramet brand logo.
“The new Dormer logo incorporates our now familiar ‘chip symbol’. Also, the new design brings numerous marketing related benefits, especially in a digital age with growing E-commerce requirements. We will, of course, be keeping the Dormer red.”
The official launch of the new Dormer logo will be at EMO Hannover 2017 in September, although it will start to appear in several locations from July onwards.
