Diaedge was introduced as part of the Group’s logo redesign and restyling of the corporate design in Japan on April 1st 2017. The new product brand name will be used for all carbide products such as cutting tools, wear resistant tools, construction tools and mining tools produced and sold around the world.
Diaedge is a combination of the words ‘diamond and edge’ that represent product quality and innovation. It unites the luxurious image of diamonds, the three diamonds of Mitsubishi and the advanced cutting tool technologies in a single word. The company’s objective is to offer a consistent product brand name across continents.
“We are very pleased with the strong, meaningful brand name Diaedge, chosen by our parent group company,” commented Yutaka Tanaka, president of MMC Hartmetall GmbH. “We are convinced that the name will soon be established in the European market and recognised by our international customers as an integral part of our brand.
“These changes are an important step in the process of our continuous improvement process and they totally represent our company values,” he added.
Mitsubishi Materials unveiled the new design and product name for the first time in Europe at the recent EMO exhibition in Hannover.
Mitsubishi Materials www.mmc-hardmetal.com
