WITTENBURG, GERMANY — Mühlenchemie announced on March 20, World Flour Day, that it has rebranded as MC.

The new image is based on the roots of the company and covers what it will do going forward as a market leader, innovation driver and flour treatment expert, the company said.

“Today we’re a global player in flour improvement and standardization,” said Peter Steiner, global head of business unit. “Each year our solutions treat over 150 million tonnes of wheat, making a valuable contribution to the food security of the global population. In our 100 years of history we have developed many innovations that were and remain pioneering in the industry. Today we’re at home all over the world, and our heart beats in Ahrensburg, in the ‘Futuremaker’ Stern-Technology Center. With our tagline ‘Understanding Flour’ we express this self-image, and our new look further emphasizes it.”

The new brand outfit was preceded by market analysis and customer surveys. The goal of the relaunch was to communicate the company values and self-image into the future, and underline its role as global market leader, innovation driver and direct partner of mills and millers worldwide, without losing touch with its origins, MC said.

The logo was modernized and emphasizes “MC” as the short form of Mühlenchemie, with a confident, dynamic and international look. This makes this already strong brand even more tangible across the world, the company said. The roots remain visible through the combination of the corporate colors and the lozenge, as a symbol of wheat and a key visual.

MC is in direct dialogue with over 2,000 mills in more than 150 countries. It is underpinned by a team of more than 150 researchers and developers in 12 Stern-Technology Centers, including in Mexico, Singapore, India, China, Kazakhstan, Turkey, Kenya and Nigeria. Their knowledge is bundled at the central “Futuremaker” Stern-Technology Center in Germany, and turned into tailor-made solutions for the requirements of the worldwide milling industry.

The new corporate design applies to all levels of the company. It will be seen on the website, in social media, in product communication, and at trade fairs and events.