Esselte is to unveil new logos for its brands at the Paperworld exhibition in January 2004. The company says its new direction includes concentration on just five core brands – Dymo, Esselte, Leitz, Pendaflex and Xyron – and increasing marketing activities for its organisation solutions for the home and office.
According to Magnus Nicolin, president and chief executive officer of Esselte, the company is embarking on an end-user focused re-branding initiative. "Our global branding initiative will begin with a consistent design of our brands/logos worldwide. This, along with a concerted effort to develop a more emotional connection between our products and the end users will help increase demand from catalogues and shelves worldwide.”
15-Dec-2003
