Pozitive drops Camtec to broaden identity

Wide format reseller Positive Camtec is changing its name to Pozitive, as it feels it has outgrown the original moniker, and prefers a broader identity.

Managing director Philip Trumble says the company has for some time felt that the name did not portray what it had grown to be and it wanted to be more closely associated with the print industry.

“Camtec is an acronym for computer aided manufacturing technology, but there are few in the market aware of this. There are even fewer who would associate us with the sign, graphics and wide format print industry purely from our name,” he says.

[Related: More name changes]

After much market research Trumble says it was imperative to maintain the brand loyalty and awareness of Positive, with many clients calling the company that anyway.

“The concept of simply dropping Camtec and maintaining Positive appealed to us, but spelling it with a z gave us the creative edge we were looking for and incorporated the word Oz, which signifies that we supply our products and services right across the Australian market,” he says.

The name change comes with a new logo that retains the colours and comes with the tagline ‘sign & graphic supplies’ to make it obvious what the company does.

Pozitive is the exclusive Australian supplier for the swissQprint wide format printers, and supplies and services a full range of sign and wide format solutions including Roland DG and Epson printers, Kern and Argus laser cutters, and Impact CNC routers.

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