Leading CNC machinery supplier, AXYZ International, has announced a rebranding and restructuring initiative. It embraces a change in company name, a new corporate identity and realigned marketing strategy. 

Implemented by the parent company in Canada, the rebranding programme follows acquisition of the US-based waterjet cutting systems company WARDJet in 2018. This signalled AXYZ International’s entry into the waterjet cutting sector and precipitated the decision to carry out a total rebranding programme. 

In consequence, since the beginning of February, AXYZ International has been trading as AXYZ Automation Group, a name that recalls the company’s inception in the 1990s when it was known as AXYZ Automation. More significantly, however, the rebrand serves as an indication of how the company has evolved over the years, with a much expanded product offering, greater market diversification and a high receptivity of the AXYZ brand by the many industries it supports.

President of AXYZ Automation Group, Luke Hansen-Macdonald comments: “The rebrand reflects our commitment to realigning manufacturing output in line with the demand for increased automation and the need to provide alternative solutions to traditional CNC routing systems where these are deemed to be more appropriate. The name of the company and its corporate identity may have changed but its values remain the same.”

Supporting the rebranding programme is a visually stronger and more distinctive three-dimensional logo and tagline, rendered in an equally prominent dark blue and light blue colour combination. This will give AXYZ Automation Group a new, stronger and readily identifiable corporate identity within the industries it operates and those it plans to exploit in the future.

In welcoming the rebrand, UK managing director Mark Sweeney comments: “These changes will enhance the strong presence that the AXYZ brand has built in the UK and Ireland over the years and help the shared objectives of developing new market opportunities for future business growth and prosperity.” Endorsing these sentiments, vice-president (market development) Robert Marshall adds: “The rebrand will help both existing and potential new customers to better understand and identify with what the AXYZ Automation Group now represents and how it will continue to support their business objectives by enabling access to a much wider product offering and new technologies.”