July 2021


the business. The logo has already been inte- grated into brake cast- ings, as AIST delegates will see.


Cox was part of a glob- al leadership trio that executed the entire brand overhaul, includ- ing Friederike Imhäuser, marketing manager, of Germany; and Edgar Roca, vice president of Dellner Brakes, of


Tex-


as. Governale Group, of Houston, Texas, provid- ed branding expertise, having emerged as the chosen partner from a three-strong, worldwide shortlist. The team start- ed planning at the be- ginning of the year and was shooting for an April to July launch, which has been delivered on time.


Cox said: “Our founding brakes


[from Gerhard


Bubenzer] were a shade of green many years be- fore the famous red color, but the new look repre- sents progression away from the legacy color to a bright,


vibrant green


that has been established and locked in; we plan to protect it for many years to come. Of course, to match, and


an interactive easier-to-navigate


website captures the new, global brand family. The [AIST] show will be the physical launch platform but the whole package will be rolled out around the world.”


The logo has already been integrated into brake castings.


Additionally, new data sheets, catalogs, graph- ics, image libraries, etc. were overhauled, much of which is visible at Booth 2303 at the Music City Center.


• The new-look Dellner Bubenzer will deliver a presentation to the AIST Crane Symposium, which takes place Au- gust 15-17 at the Omni William


Penn Hotel in Pittsburgh, Pennsylvania.


Cox and Mike Astem- borski,


executive sales


manager, will deliver a paper titled, ‘Lifting or lowering a load safely after failure or incident’, at 10:30 a.m. on August 16. The symposium, or- ganized by AIST’s Cranes Technology Committee, delivers practical infor- mation and experienc- es from maintenance personnel, crane man- ufacturers,


equipment manufacturers and en-


gineering consultants with the sole intention of making electric over- head traveling (EOT) cranes and their run- ways the safest, most re- liable, durable machines in the steel industry.


• For more information visit www.dellnerbuben- zer.com Contact for editorial en- quiries: Joel Cox,


joel.


cox@dellnerbubenzer. com


The logo is a tribute to the ‘D’ from Dellner and the previous branding, and the legacy ‘B’ from Bubenzer.


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