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Sharp new look unveiled by blade makers Atlantic Service

Bandsaws on the production line

A world-leading exporter of food industry saws and blades has revealed a sharp new brand identity as it marks its 100th birthday.

The Newport-based Atlantic Service Company chose the IFFA trade fair in Frankfurt, Germany, to unveil an exciting new logo and website. The IFFA show, which is the biggest in the meat industry, attracts more than 1,000 exhibitors and 67,000 visitors from 149 countries, providing the perfect back-drop for Atlantic’s centenary celebrations.

The sophisticated and modern two-tone logo is designed to signify the cleanliness and sharpness of Atlantic’s products, while the website showcases both the company’s high-quality products and its extensive experience and history. Established in Brooklyn, New York, in 1901, the founding business became Atlantic Service Company exactly 100 years ago, expanding throughout the 20th century to become a skilled operation using state-of-the-art equipment and employing more than 60 highly-trained staff at its Wales headquarters today.

Managing Director Huw James said: “We are delighted to be able to show the world Atlantic Service Company’s new branding. It is something we have worked on for a long time and it brings a truly fresh and modern representation to our company’s image.

“We have a long and proud heritage and this brand relaunch ensures the organisation continues to be represented as global leaders, whilst we continue to grow and provide great service to our customers.”

The IFFA launch went under the strapline ‘Quality. Precision. Service’, created to represent Atlantic’s key values, while refreshed marketing brochures, materials, stationery and staff uniform were also revealed. The rebrand marks ambitious plans for further global expansion to cement the company’s world-leading position, with the creation of additional jobs at the heart of business growth and development.

Atlantic Service Company supplies many types of customers, from global mass-scale distributors to UK-based village high street butchers and fishmongers, offering a range of premium products and services.

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Notes to editors:

Atlantic Service Company supplies across all mainland continents and into more than 50 countries each year. The product range includes bandsaws, handsaw blades and frames, mincer plates and knives and other sundries and accessories to help with the everyday operations of its customers.

Atlantic Service Company is part of the Steel Partners Group, which is based in New York, and owned by KASCO, operating alongside sister company Bertram & Graf GMBH in Europe.

The IFFA takes place every three years in Frankfurt and is the world’s leading trade fair for the meat industry.

The rebranding project was managed by Starrd Solutions, based in south Wales, and implemented by fast-growing design agency Ouma Group, based in Swansea.

For further information, marketing materials and images, please contact Chatterbox Communications on 029 2167 9090 or

Images from the website available for use.