Hardinge fashions a new corporate identity.

At IMTS 2004, Hardinge Inc., Elmira, NY, will launch a new corporate identity to reflect the company's growth beyond being a small, U.S. company to a global, diversified organization with operations in more than 30 countries. The new identity includes a new logo, tagline, and graphical images.

Over the last 10 years, Hardinge has steadily diversified both its offerings and operations, growing into a globally-diversified manufacturer with operations in the U.S., Switzerland, China, and Taiwan. In addition to designing and building turning centers and collets, Hardinge provides grinding solutions under the Kellenberger, Hauser, Tripet, and Tschudin brands. The company also manufactures vertical machining centers and other industrial products for a wide range of material cutting and workholding needs.

A year-long process to better understand the needs of its customers was key to forging its new identity. "Customers are surprised and delighted to learn about the depth of our offerings in turning, milling, grinding, and workholding products," explains J. Patrick Ervin, president and CEO. "This new identity better conveys our leadership to the market, and our 'Expect More' tagline signals to customers and prospects to look to the 'new Hardinge' for manufacturing solutions that meet a wide array of needs from the highly complex or custom to basic applications."

The company, which is going "lean" throughout, plans to roll out the corporate identity across all marketing materials, including the website, trade show booths, advertisements, literature, and other corporate communications tools. Hardinge Inc., Booth 8032, www.rsleads.com/408tp-190