Global major in crushers, feeders, rock breakers, screens and conveyors in mining, Astec Industries Inc, is launching a new modern look with a rebranding initiative to coincide with its business model. The rebrand includes a new logo, colour palette and website. The launch comes while the organisation streamlines its internal structure and operations to improve efficiency and drive growth.

The organisation’s former brands, including Astec Inc., Astec do Brasil, Astec Australia, BMH Systems, Breaker Technology, Carlson Paving, Con-E-Co, Heatec, KPI-JCI and Astec Mobile Screens, Osborn, Peterson, RexCon, Roadtec and Telsmith, will no longer operate as separate subsidiary companies and will all take on the ASTEC name. The unification is a significant part of the company’s OneASTEC business model including its “Simplify, Focus and Grow” strategy.

“We made the decision to unify to make it easier for our dealers and customers to do business with us. By coming together as one organisation, we can offer greater customer service and drive innovation,” said Barry Ruffalo, President and CEO of Astec Industries, Inc. “The rebrand enables us to build our strength together under one common name and purpose. We can better leverage our growth as one ASTEC team rather than individual brands.” The new logo represents the company’s purpose: ‘Built to Connect’ and vision to connect people, processes and products.