Michelman rebrands to strengthen market position

Michelman said it has ‘evolved into a proactive, forward thinking company’, able to anticipate customer and industry challenges and needs, and ‘deliver innovative and optimal solutions anywhere in the world, quickly and efficiently’. 

It has unveiled a new logo, which it said ‘symbolizes Michelman’s evolution’, and acts as a signal to customers of Michelman’s commitment to forward-looking, agile product development.

Over the past six years, Michelman has increased its technological capabilities, enhanced its global regulatory compliance capabilities, made a number of key acquisitions in the US and Europe, and entered the Japanese market through a joint venture. 

It has also expanded its global footprint with new facilities in Germany, China and India, and has added a state-of-the-art research and development facility in Windhof, Luxembourg, with another scheduled to open at the company’s Cincinnati, Ohio headquarters in the summer of 2014. 

These facilities are in addition to Michelman’s long-established production facilities in the US, Singapore and Belgium.

Bob Poletti, chief marketing and corporate development officer at Michelman, said: ‘Michelman is not the same company it was five or six years ago. In the economic downturn of 2008, when most companies were pulling back investment, we continued to push forward. 

‘We invested strategically in key areas of the world, and in core or complementary industry segments. We’ve added many talented associates who have helped position Michelman as thought leaders, and as a company who is able to think ahead to what will be the ‘next’ solution. 

‘All of these investments and more have helped us reach the point where we can assure customers we will provide forward-thinking, proactive, environmentally friendly solutions.’