AKRON — In a move designed to streamline services for its clients, Smithers Group Inc. will consolidate all of its companies under a single brand identity and motto: "Innovate with Confidence."
Under the plan, the legacy brands of Smithers Apex, Avanza, Pira, Quality Assessments, Rapra and Viscient will be known as Smithers.
In disclosing its branding changes Sept. 12, the company also unveiled a new logo and website.
Akron-based Smithers provides testing, consulting, information and compliance services to customers in a variety of industries, including tires and rubber products, transportation, life science, materials and others.
"By uniting all our member companies under a single brand, we are working together to connect our clients with Smithers experts," Smithers CEO and President Michael Hochschwender said. "The power of our connected enterprise supports our clients throughout their product development process."
Unification of brands also preserves the company's history, while fortifying its global footprint, according to Glenn Goldney, vice president of sales and marketing.
"As we look toward the future, we are more committed than ever to delivering accurate data, on time, with high touch," he said.
The company said it has shown continued growth in recent years and made investments in technology, which allows it adapt to the changing needs of its customers.
Also as a direct result of its growth, Smithers recently disclosed plans to move its global headquarters to a new location in downtown Akron that offers more space and room for additional employees.
Smithers Group, founded in 1925, maintains laboratories and offices in North America, Europe and Asia.