New branding for Dormer's high performance cutting tools
1 min read
Dormer Tools has unveiled a new branding strategy for its high performance drilling, milling and threading ranges, affecting more than 30 per cent of Dormer's cutting tool range.
The branding reflects two productivity classes to aid quick and easy customer identification of the optimum tool.
'Elect' will represent top performance in particular materials and specific applications, while 'Spectrum' focuses on versatility over a multitude of materials and defined operations.
A key part of the branding strategy is a link to the widely used material groups defined by the International Organisation for Standardisation. Distinctive new logos have been created for both classes and incorporate a visual connection to the ISO classifications.
Nick Garner, managing director of Dormer Tools, said: "Both Elect and Spectrum offer consistently high performance but, as customer expectations and demands differ depending on industry sector and company size, each supports a distinct customer need.
"Industrial operations face constant pressure to maximise efficiency by reducing costs or increasing productivity. The correct choice and application of cutting tool can influence total production costs by as much as 20 per cent."
Over the next 12 months Dormer will introduce a number of new drilling, milling and threading products carrying the Elect and Spectrum brand names.
In addition, a number of existing Dormer brand names will be replaced according to the new convention to further simplify selection, culminating in the release of Dormer's new product range catalogue in October 2011.
