Seco rebrand embraces change

Seco, one of the leading global providers of metal-cutting solutions, has launched a radically updated visual identity and logo as well as a long-term brand strategy.

The company is describing this as the first in a sequence of major steps, as the business positions itself as a leading global name for industry innovation, efficiency, and sustainability.

The new brand will be followed by a series of launch activities such as events, campaigns, product launches, and announcements about new services.

The cutting tool specialist said there was a lot of heritage in its old logo, and the updated version will be what people notice first with the new branding. The new logo is an evolution of the old one, built on the iconic Seco colours as being bright and positive, a huge reflection of the company.

Bettina Palmen brand manager at Seco commented: “With so much of our work happening at the cutting-edge of innovation, we wanted our new brand to look cutting-edge as well; being clean, contemporary, and ready for the future. We’re all very excited to share this with the world, and we can’t wait to hear what people think and there is lots more to come.”

Stefan Steenstrup, president at Seco added: “The new visual design is just the beginning of our exciting journey. In parallel, our product offering is growing with new services and digital solutions, which meet new challenging customer needs. I’m very excited to see this part of our business grow as it perfectly demonstrates our commitment to the future. We’re taking huge steps as a business, and today we’re excited to share one of them – our new branding.”

With its origins in Fagersta, Sweden and present in more than 75 countries, Seco is a leading global provider of metal cutting solutions for indexable milling, solid milling, turning, holemaking, threading and tooling systems.

For nearly 100 years, Seco has driven excellence throughout the entire manufacturing journey, ensuring high-precision machining and high-quality output.




Seco Tools

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