Dormer Pramet has unveiled an updated design of the Dormer logo – the brand used to identify its range of rotary cutting tools. The company has two global product brands: Dormer, featuring a wide assortment of HSS and solid carbide round tools for drilling, milling and threading applications; and Pramet, covering a variety of indexable tools for turning, milling and hole-making.

The new Dormer logo brings it in line with the company's global identity, creates a closer connection between the two product brands and further promotes its now widely used 'chip symbol'.

It now has the same font style and size as the Pramet logo, which remains unchanged. The official launch of the new Dormer logo will be at EMO Hannover 2017 in September, although it will start to appear in several locations from July onwards. This includes product packaging and labelling, as well as marketing collateral including technical material and product brochures.

John Rushbrooke, branding strategy manager at Dormer Pramet, said, "There are several reasons for the change, but the main driver is that the previous Dormer logo design was not consistent with the Dormer Pramet corporate logo or the Pramet brand logo."

"A legacy from our Dormer Tools heritage, the previous logo design has been the same for more than 25 years. Before this it has evolved and changed many times. In fact, 2017 marks the 100th anniversary since the Dormer name was first attached to our cutting tools. It seemed appropriate to mark this milestone with a strong statement for the next century with a new design."

Gautam Ahuja, managing director of Dormer Pramet India, said, "The new Dormer logo incorporates our now familiar 'chip symbol'. Also, the new design brings numerous marketing related benefits, especially in a digital age with growing E-commerce requirements. We will, of course, be keeping the Dormer red!"