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Implemented by its parent company in Canada, the rebranding programme follows the acquisition of US-based waterjet cutting systems company WARDJet in 2018, which signalled AXYZ’s entry into the waterjet cutting sector.

To reflect this change, AXYZ International has been trading as AXYZ Automation Group since the start of February. The company actually began life as AXYZ Automation in the 1990s and, with the rebrand, the firm says this serves as an indication of how it has evolved over the years.

Luke Hansen-Macdonald, president of AXYZ Automation Group, comments: “The rebrand reflects our commitment to realigning manufacturing output in line with the demand for increased automation and the need to provide alternative solutions to traditional CNC routing systems where these are deemed to be more appropriate.

The name of the company and its corporate identity may have changed but its values remain the same”

“The name of the company and its corporate identity may have changed but its values remain the same.”

In addition to the new name, AXYZ has unveiled an updated, three-dimensional logo and tagline, rendered in an equally prominent dark blue and light blue colour combination.

UK managing director Mark Sweeney says: “These changes will enhance the strong presence that the AXYZ brand has built in the UK and Ireland over the years and help the shared objectives of developing new market opportunities for future business growth and prosperity.”

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AXYZ details major rebranding initiative

CNC routing and cutting solutions provider AXYZ International has announced a major rebranding and restructuring initiative, with plans to change its name, establish a new corporate identity and map out a realigned marketing strategy.