All of its products worldwide will be branded under the MacDermid banner. This is the final stage in a year-long process of rebranding, which began with the acquisition of Autotype by MacDermid in June 2005 and has seen a steady and planned process of growing together. The Autotype name with its 138 year history continues on all MacDermid Autotype’s screen printing products and in the company name.
Peter Levinsohn, president, MacDermid Autotype Ltd, explains that, “The acquisition by MacDermid in 2005 was a critical step forward in the development of our business as a world leader in advanced coatings and film substrates. It has enabled us to extend our investment in innovative high performance films that offer unique mechanical, chemical, printing and optical properties in amongst others, telecommunications, electronics, automotive, printing and healthcare applications. Perhaps as importantly, as part of the global MacDermid organisation we have been able to strengthen still further both our technical and customer support services, and our distribution networks.”
He adds, “As part of this process we have also undertaken a year-long programme to align our product branding with that of our parent company and make it easier to gain maximum benefit from our joint presence in both the electronics industry and various segments of the printing industry. Although all our products will now be branded with the MacDermid logo the Autotype name will continue into the future on our extensive range of screen printing, graphics and pre-press films, with products such as Autotype Capillex, Autotype Five Star and Autotype Plus direct emulsions. Perhaps the easiest part of the rebranding was to adopt the MacDermid Group’s ’Yes We Can’ strapline, as that neatly sums up our approach to supporting our customers and users.”
The new product brand strategy will form the focus of the company’s exhibit at FESPA in June 2007 in Berlin.
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