When Barry Ruffalo was hired nearly two years ago as the first outside CEO of Astec Industries since the Chattanooga-based road-building firm was started by the late Don Brock in 1972, the new company head soon discovered 16 different brands and companies that didn't always work together well.
Ruffalo, a former executive at both Valmont Industries and the Lindsay Corp, quickly developed a strategy to "simplify, focus and grow" Astec's global business with a more common identity.
On Wednesday, Astec Industries launched a new logo and look as part of its OneAstec approach to unify all of the operations under the Astec brand.
The launch comes while the organization streamlines its internal structure and operations under its "Rock to Road" strategy being to improve efficiency and drive growth.
The rebranding will include Roadtec, which is undergoing a $28 million expansion at the company's plant on Manufacturers Road in Chattanooga, and Heatec, which operates another local plant on Wilson Road.
The organization's former brands also include Astec do Brasil, Astec Australia, BMH Systems, Breaker Technology, Carlson Paving, Con-E-Co, KPI-JCI and Astec Mobile Screens, Osborn, Peterson, RexCon, Roadtec and Telsmith. The separate brands will no longer operate as separate subsidiary companies, although their separate names may remain on some products and operations under the Astec umbrella, Ruffalo said in an announcement Wednesday.
"We made the decision to unify to make it easier for our dealers and customers to do business with us," he said. "By coming together as one organization, we can offer greater customer service and drive innovation. The rebrand enables us to build our strength together under one common name and purpose."
The new logo is designed to highlight Astec's focus on 'Built to Connect' and the rebranding includes a new website for the company (www.astecindustries.com)
- Compiled by Dave Flessner