The adjustment follows a period of analysis in which Spandex assessed its positioning within the graphics market alongside its values and beliefs, core attributes and brand promise.

The new tagline highlights the extensive diversification of Spandex’s product portfolio and clearly conveys Spandex´s position as an innovative provider of start-to finish solutions. While the original tagline – “Your Partner in Signmaking and Digital Print” - captured the organisation’s 30-year heritage as a trusted supplier to the sign making community, the new tagline accentuates Spandex as an international multibrand supplier with a solution oriented approach to an increasing span of market segments. These include visual communication and sign making as well as interior decoration, exhibition building, architecture, industrial labelling and more.

Start-to-finish solutions
Within the aftermarket segment Spandex provides a wide range of digital printing and signage materials from industry leading brands such as Avery, MACtac, Orafol and its own house brand ImagePerfect. Spandex´s hardware and software portfolio comprises a wide variety of well known brands including Gerber, Epson, Mimaki, Mutoh, ErgoSoft, Onyx and more.

Martine Casteels, Director Marketing Communications at Spandex explains the decision to refresh the brand: “The marketplace in which Spandex operates has changed significantly over the years. Our business is no longer about simply distributing sign making products. 35000 customers worldwide come to Spandex for our consistent and solutions-oriented approach and industry expertise. They value the breadth of our product range, the extensive choice of industry-leading brands we offer, the excellent stock availability and next-day delivery options. More than that, they choose us because we listen to their challenges and use our expertise to help them realise the full potential of each job and generate additional revenue through innovative and profitable business ideas.”

“Spandex’s business success is founded on consistency, reliability, industry expertise, innovation and customer intimacy. The new tagline reasserts these values, and more accurately communicates our proposition to our customers.”

The new tagline is part of a renewed branding which also comprises a change in the visual representation of Spandex.