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A New Look for a Legacy Engraved Die Company: Universal Engraving Unveils Brand Refresh

Regular visitors to Universal Engraving’s website will be in for a surprise (and a treat). The legacy engraved die company—trusted for decades by customers worldwide—has a new logo and a completely revitalized website.
“This brand refresh gives our customer base confidence that our core values remain tried and true with the visual connection to our foundation, while showcasing that we are adaptable, innovative and an on-trend industry leader,” said Nicole Mercer, Marketing Director at Universal Engraving.

Indeed, the family-owned company has never been content to rest on its laurels as a global leader in engraved dies. The dedicated Research and Development team at Universal Engraving has continually developed innovative products and solutions to help customers
achieve efficiencies heretofore unimagined. These include UniLock-Up®, Econofoil® 2mm and the SpeedChase®.

The updated Universal Engraving logo reflects this balance of foundational values and forwardthinking innovation. It retains the familiar navy and gold colors but incorporates a bolder, modernized typeface and increased negative space. The subtle nod to the former icon has been
invigorated with speed and global reach.

“Our rich history has taught us that it’s imperative for companies to stay true to their core values and beliefs while maintaining a passion for refreshing their brand,” said Jim Hutchison, Senior Vice President of Sales and Marketing. “That’s exactly what we’re delivering with our new logo.”

An even bigger change is the Universal Engraving website. The site’s new responsive design and optimized speed lets customers quickly and securely access the site on the go or at the office, making it an invaluable resource. It offers customers a centralized source of product
information and inventive solutions. Like the logo, this site also has a fresh and modern new look.

“Universal Engraving has the rewarding experience of engraving new and wonderful designs on a daily basis for customers all over the world,” said Hutchison. “With our new logo and website, we took the opportunity to make something new for our own brand. We hope it’s an inspiration and a motivation for others to do the same. The world continues to get a lot smaller, which means companies and brands are competing in a global market for the consumer's attention.

“Foil stamping and embossing uniquely offers designers, marketers and brand managers the tools to create, authenticate, and embellish their products and packaging to compete in this new world marketplace,” he added. “Universal Engraving will continue to be the leading hot stamping and embossing die manufacturer, and as such our future is very bright and shiny!”