Matthews refreshes its brand
Matthews Australasia, an intelligent product identification, product inspection and software traceability solutions provider, has announced a refreshed brand and new chameleon logo that represents the future of the company.
“Since we introduced the Chameleon brand in 2000, it’s become synonymous with ‘integration’, ‘quality products’ and ‘support’ — the three foundations of our business. The Chameleon is also a highly intelligent creature, and around the same time we introduced ‘Intelligent Identification’ as our tagline,” explained CEO Mark Dingley at AUSPACK.
A chameleon can change to reflect its environment, and this represents the company’s ability to adapt to the marketplace and customers’ changing needs. This was the reasoning behind updating the logo instead of starting again, which Dingley described as “adapting the adapter”.
He said the fresh, colourful and bold new logo represents who the technology business is and will continue to be in the future, and explained the thought behind the specific changes that were made.
“The significance of the Chameleon’s tail integrating into the word ‘Matthews’ demonstrates how we seamlessly integrate with our suppliers and brand partners.
“You may see that the ‘e’ also reflects the ‘@’ symbol, highlighting that technology is an integral part of our business.
“Our new logo also represents the future … with emerging technologies; the colours suggest where a world of black ink will be a little more colourful … now, and into the future.”
As well as the new logo, the company announced a new brand, website, set of training and case study videos.
“This is not simply a brand change and a decorative logo for us; this represents yet another step, another change in recognising — and more importantly responding to — the way our customers interact with Matthews today and in the future on a digital level from both a sales and service response,” Dingley concluded.
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