Astec rebrands to simplify business

By Leila Steed27 May 2021

Astec's new logo

Astec Industries has rebranded itself with a new and more streamlined livery, to simplify its business operations for its customers, dealers and suppliers alike.

The company-wide launch of the new corporate identity includes a redesigned logo and website, that both feature a new colour palette.

From now on all the company’s brands will take on the Astec name, and will no longer operate as separate subsidiaries.

These will include Astec Inc, Astec Australia, BMH Systems, Breaker Technology, Carlson Paving, Con-E-Co, Heatec, KPI-JCI and Astec Mobile Screens, Osborn, Peterson, RexCon, Roadtec and Telsmith.

Astec, which comprises 16 subsidiary brands, decided to invest in the updated look following a reorganisation of its internal structure and operations.

Barry Ruffalo, president and CEO of Astec Industries, Inc, said: “We made the decision to unify to make it easier for our dealers and customers to do business with us. By coming together as one organization, we can offer greater customer service and drive innovation.”

Barry Ruffalo Barry Ruffalo, President and CEO of Astec Industries.

“The rebrand enables us to build our strength together under one common name and purpose. We can better leverage our growth as one Astec team rather than individual brands.”

The rebrand is part of the manufacturer’s “Simplify, Focus and Grow” strategy and is in line with its “OneASTEC” business model.

Astec said its new website would completely replace all its previous subsidiary websites, allowing users to access information about the company and its products from a single location.

MAGAZINE
NEWSLETTER
Delivered directly to your inbox, Demolition & Recycling International Newsletter features the pick of the breaking news stories, product launches, show reports and more from KHL's world-class editorial team.
Latest News
Innovation award for quick couplers standard
Open-S Alliance says award ‘shows support’ from industry
Doosan mini excavators feature in Ukraine aid package
South Korean government sending five DX17Z models to war-torn country
Amsterdam to host EDA convention
Mid-June dates for European Demolition Association in 2023
CONNECT WITH THE TEAM
Steve Ducker Editor, Demolition & Recycling International Tel: +44(0) 1892 786 210 E-mail: steve.ducker@khl.com
Simon Kelly Sales Manager Tel: +44 (0) 1892 786 223 E-mail: simon.kelly@khl.com
CONNECT WITH SOCIAL MEDIA