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New brand identity for Totech

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New brand identity for Totech

As part of the rebranding, the company has changed its name changes from Super Dry Totech to simply Totech Source: Totech

Totech, the Moisture Sensitive Device (MSD) handling and storage specialist and member of the ASYS Group, has launched a new corporate brand identity, redesigned logo, and updated website.

As part of the rebranding, the company has changed its name changes from Super Dry Totech to simply Totech with a tagline of ‘Smart storage & Logistics’. The name change is part of its strategy to accommodate an ever-widening range of capabilities, to enable it to expand upon its services, and to help customers identify with the brand in the marketplace.

The refreshed visual brand identity better represents the core purpose of the company and its products. The icon at the beginning of the new corporate logo represents a stack of SMD component reels, the preferred component packaging for today’s manufacturers. The letters of the Totech name then represent the journey of these reels through the storage and logistics process.

Super Dry will continue to be the recognised brand of the company’s dry cabinets. Dry Tower is the automated storage and material logistics solution which the company continues to grow with ASYS. LTS is a long term storage as a service offering, allowing manufacturers to forward purchase and safely store (and test) large quantities of components, off site. Smart Connect Software Solutions groups the Totech software solutions which enable connectivity and allow manufacturers of any size to comprehensively maintain control of all their component inventory and particularly their moisture sensitive devices.

Each of these business sectors is represented by one of the colours in the new colour cube brand marking, which sits alongside the ASYS Group branding.

“We have grown our business significantly over the last few years. Our brand relaunch represents the natural evolution of that transformation,” said Jos Brehler, Totech CEO. “Today, Totech offers customers a whole range of the highest quality, innovative Dry Storage and Logistics Solutions for the safest storage of (Moisture Sensitive) Devices. It’s imperative for our brand to reflect this and the tremendous value we bring.”

He continued, “While visually this is a significant change, our core beliefs haven’t changed. Our team of dedicated professionals will continue to enable our customer‘s success. We will continue to provide the same, or better, level of professionalism that they have always experienced”.


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