Monday, April 9, 2018
This new identity will include a modern machine design across all new HOMAG products, as well as new, consistent product names designed to help customers easily identify the right machine for their specific needs. HOMAG revealed their new brand identity at the HOLZ-HANDWERK fair in Nuremberg, Germany.
In the Spring of 2017, HOMAG combined their existing brands, including WEEKE, HOLZMA, BUTFERING and BRANDT, under the unified HOMAG name. This was the first step in their efforts to organize the group’s wide product range clearly and efficiently for customers around the world. The new brand identity, revealed at the HOLZ-HANDWERK show, will be a continuation of this corporate initiative.
Along with the new modern machine design, HOMAG will be incorporating a new naming structure to help customers easily navigate the wide-variety of manufacturing solutions they offer. Using this new naming structure, each machine name will reflect the function it performs. For example, all HOMAG edgebanding machines will be known as EDGETEQ, while their line of panel saw technology will adopt the name SAWTEQ.
In association with their new brand identity, HOMAG has coined the motto “Design Meets Digital,” to reflect their promise to the manufacturing industry to continue pushing the boundaries of innovation and providing solutions with increasingly intuitive features and designs.
HOMAG customers can rest assured that the quality and performance they expect from the HOMAG name will not change. With the new machine design and innovative operating structure, HOMAG offers the same industry-leading solutions, now with more operational features and a sleek new look for the ultimate blend of design and digital.
Stiles looks forward to being the first to introduce the new HOMAG identity to the North American market this August at the 2018 IWF trade show in Atlanta, Georgia.