Terex Finlay announces company rebrand
By Adam FreillConstruction Equipment
Company looks to refresh its image and celebrate its heritage.
Tracked mobile crushing, screening and conveying equipment company Terex Finlay has announced a rebrand of its business to update and refresh its image. The new branding is based on a blend of its traditional core values and future strategies. The business is set to introduce itself globally as Finlay, with a new logo, slogan and a new house style for its marketing collateral.
The rebrand, says global business line director Matt Dickson, is part of an on-going drive for improvement, growth and innovation across the business.
“Our founder, John Finlay pioneered the concept of mobile screening equipment and his name has been iconic in the industry with a reputation built upon reliability and performance for over 65 years,” says Dickson. “In the past decade we have implemented an aggressive growth strategy focused on the delivery of the most comprehensive range of tracked equipment on the market today along with the infrastructure to support the machines globally.
“Through extensive market research with our dealers, partners and customers, we realized the importance of developing our brand identity to reflect our history, success and status in the global market for tomorrow’s customer. Adopting the new Finlay logo, offers a fresh and modern approach, yet familiar with our extensive history.”
The company’s new slogan, “Strong Heritage, Strong Future,” was chosen because it includes a reflection of its heritage, as well as embraces the innovative nature of the brand.
“We are well placed for the future, focused on continuing our growth and strengthening our brand,” commented Neil McIlwaine, business development and marketing director. Our bold, new identity is a visual signifier of our position as one of the world’s leading crushing, screening and conveying manufacturers and we are excited to deploy our products and services for the years ahead.”