BJUV, SWEDEN — Bruks Siwertell has launched a new brand identity that includes a new group logo representing the Bruks and Siwertell brands.

“We have grown our business significantly over the last few years and this is a natural stage in our transformation process; a new look to show the market that we are bigger than our individual brands,” said Peter Jonsson, chief executive officer of Bruks Siwertell Group. “We have a market-leading portfolio of products and services for the dry bulk handling and wood processing industries. These are distinct business areas in their own right, but they have a lot of natural crossovers that deliver effective synergies. We want to highlight these so that customers can draw upon their benefits.

“This joint branding initiative opens the door to a future of continuing our legacy of innovation, entrepreneurship and quality design,” said Emily Braekhus Cueva, marketing director at Bruks Siwertell Group. “Our drive for improvement and the development of new solutions and sustainable incentives is represented in our new identity.”

Worldwide, customers will still see the single product Bruks and Siwertell brands on ship unloaders, ship loaders, conveyors, stacking reclaiming systems, wood chippers, screening and milling systems, Braekhus Cueva said.

“They will also see a new logomark to show that, although they each represent different types of products, both brands are now part of a bigger family, able to offer a much wider span of equipment,” she said.

The logo is designed to show focus and speed, with the circles symbolizing movement and velocity, Braekhus Cueva said.

“The semicircle can be interpreted as a belt conveyor and the sharp-edged parts potentially as wood-chipping knives, while within the visual of the complete circle you can see one of our core components, the screw conveyor,” she said. “The three-dimensional angle implies movement and rotation, and the shape of a globe represents our international reach.”

In addition to the logo, the new Bruks Siwertell brand identity includes other core elements such as signature colors. In communication material, the dark grey will be dominant, and complemented with elements of the blue and red shades from both the original Bruks and Siwertell brands. Subtle background circles, as well as new typography are also significant changes to Bruks Siwertell’s new appearance.