Astec is rebranding all of its subsidiary companies under the same “Astec” banner.
The single name is matched with a new modern design with a rebranding initiative to coincide with its business model. The rebrand includes a new logo and colour palette. The rebrand accompanies Astec’s plans to streamline its internal structure and operations to improve efficiency and drive growth.
“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,” said Barry Ruffalo, president and chief executive officer of Astec Industries Inc. “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 unification is a significant part of the company’s OneAstec business model including its “Simplify, Focus and Grow” strategy.
The new logo represents the company’s vision to ‘Built to Connect’ people, processes and products. The new website (www.astecindustries.com) replaces the previous subsidiary websites. Dealers, customers, suppliers and consumers will now be able to find information about the company, its product offerings and other resources in one location.
The organization’s now former brands include Astec Inc., Astec do Brasil, Astec Australia, BMH Systems, Breaker Technology, Carlson Paving, Con-E-Co, Heatec, KPI-JCI and Astec Mobile Screens, Osborn, Peterson, RexCon, Roadtec and Telsmith, will no longer operate as separate subsidiary companies and will all take on the ASTEC name.
Astec acquired the full-line concrete batch plant manufacturers BMH Systems and Con-E-Co last summer. “Both organizations are an excellent cultural fit with Astec, as they are customer focused, innovative and performance-oriented,” Ruffalo said following the acquisition. “These acquisitions also reflect our disciplined capital allocation process, and we maintain significant financial flexibility as we continue to effectively manage our operations in this unprecedented environment.”