Astec rebrands to simplify business

Astec Industries has rebranded itself with a new and more streamlined livery, to simplify its business operations for its customers, dealers and suppliers alike.

The company-wide launch of the new corporate identity includes a redesigned logo and website, that both feature a new colour palette.

From now on all the company’s brands will take on the Astec name, and will no longer operate as separate subsidiaries.

These will include Astec Inc, Astec Australia, BMH Systems, Breaker Technology, Carlson Paving, Con-E-Co, Heatec, KPI-JCI and Astec Mobile Screens, Osborn, Peterson, RexCon, Roadtec and Telsmith.

Astec, which comprises 16 subsidiary brands, decided to invest in the updated look following a reorganisation of its internal structure and operations.

Barry Ruffalo, president and CEO of Astec Industries, Inc, said: “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.”

Barry Ruffalo, President and CEO of Astec Industries.

“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 rebrand is part of the manufacturer’s “Simplify, Focus and Grow” strategy and is in line with its “OneASTEC” business model.

Astec said its new website would completely replace all its previous subsidiary websites, allowing users to access information about the company and its products from a single location.