NEWSLETTER BLOG POST
Refreshed Branding for Pump Brands
We are excited to introduce our updated brand identity! After extensive strategic work, our brand now appears more modern, clear, and future-oriented – while staying true to our core values and commitment to the highest quality. The focus is clearly on our pump brands.
What’s new:
• Updated logo and visual identity – modern, clear, and consistent across all touchpoints.
• New color palette – a fresh, unified look for all communications with clear guidelines.
• Streamlined brand portfolio – less complexity, more clarity for our customers, and stronger global brand recognition.
Important information about brand structure:
Going forward, we will focus on the brands ALLWEILER, IMO Pump, and Zenith Pumps.
The brands Tushaco, IMO AB, and Houttuin will remain but will be positioned as product brands under ALLWEILER and will use the ALLWEILER logo.
Examples of the new naming structure:
• ALLWEILER Houttuin 211
• ALLWEILER IMO ACG Optiline
The new brand identity is effective immediately. The transition will take place gradually to ensure a smooth rollout.
Your next steps:
• Review the new Brand Guidelines
• Stop using old logos. Apply the new brand identity for all new materials and update digital assets and templates immediately.
👉 Check out our new guidelines and find the new logos!
Click here
Thank you for joining us in this important step. Together, we strengthen our presence and recognition worldwide.
© CIRCOR International, Inc. All Rights Reserved, 2025
