Plastics News Daily Report - May 10, 2018 - 22

22 ‹ PLASTICS NEWS DAILY REPORT ‹ May 10, 2018

Davis-Standard rolls out brand refresh
While the customer always has
been at the heart of the way Davis-Standard LLC has conducted
its business, its branding may not
always have reflected that.
Consider it done now.
Equipment maker Davis-Standard rolled out a global brand refresh at NPE2018, focusing on the
customer, with the goal "to provide complete and total solutions
when they're looking for ways to
improve productivity and profitability in their operations," said
Jim Murphy, president and CEO.
"Our belief is that if our customers are looking to partner with an
equipment supplier, we will be
the brand to really drive those
opportunities."
The brand refresh includes:
* A new logo, the first since the
Davis-Standard name originated
in the 1950s.
* A new slogan: "Where your
ideas take shape."
* A new website, which
launched May 7.
Previously,
Davis-Standard
branded itself as "The Global Advantage" and executed that by
expanding its reach through its
global facilities and capabilities.
With that having been accomplished, Murphy said the time is
right to change the focus to the
customer.
"We wanted to better repre-

Plastics News photo by Joe Wilssens

By Don Detore
Plastics News Correspondent

Davis-Standard LLC launched a brand refresh, including a new logo since the firm's name originated in the
1950s.

BOOTH W5947
DAVIS-STANDARD LLC
sent the markets that we're participating in and the demands of
the customers because we think
those demands in the last 10
years have evolved significantly,"
Murphy said. "We didn't think
our brand was mass representing

what we're seeing in the market
and how prepared we are to respond to the customers in the
marketplace."
Murphy said the tagline reflects
Davis-Standard's intent to help
customers "create a better future,
doing it with collaboration and
teamwork ... in partnership with
our customers."
The process began eight
months ago. The company began

by not only engaging its customers, but also talking with its employees.
"Our employees are key enablers of our technologies,"
Murphy said. "This is more of a
partnership approach with our
customers, not only to provide
equipment, but to really provide
the support our customers need
on an ongoing basis. As they're
evaluating their investment deci-

sions, we have to make sure we're
responsive in terms of providing
the best options and certainly ...
equipment support as well as ongoing technical support."
Debbie Crowley, global marketing administrator, said it was the
right time to make a change. "The
industry needs it and is looking
for it," she said.
Murphy said the brand refresh
reflects what Davis-Standard is
seeing in the market. "Customers
are really looking for solutions,"
he said. "They understand the
production demands they have,
and they understand the challenges they have in the markets,
but they're looking for someone
to help them figure those things
out and provide solutions."
Davis-Standard is also touting
several other company initiatives
at NPE2018, include running a TPE
tubing line with "smart" technology and displaying its next-generation direct drive groove feed
extruder along with its Thermatic
and Super Blue extruders.
Davis-Standard has manufactured equipment with open communication architecture since the
early 1990s. This new smart technology involves sensors that can
provide predictive maintenance
so that a plant operator can determine when a particular component on the line is operating outside the normal expected window.
The sensors monitor motors,
See Branding, Page 86

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