Dormer Pramet, a prominent global player in the metal cutting tool industry and a part
of the Sandvik Group has unveiled a refined brand identity signaling a major shift in its brand purpose, promise and approach. Marking a significant step in company’s evolution, the rebranding effort introduces a unified approach integrating Dormer and Pramet brands under a single global entity, to simplify product groupings, streamline the purchasing process, and provide a smoother experience for customers. Dormer Pramet’s brands Miranda and Precision will continue to operate as national hero brands, allowing the company to leverage their strong positioning and recognition in the local markets.
Dormer Pramet’s refreshed purpose now states: ‘We care for the manufacturing community’ comprising of customers, employees, suppliers as well as the environment within which they operate. Committed to supporting this community, Dormer Pramet puts a strong emphasis on fostering a sustainable ecosystem, and on prioritizing
the well-being of everyone involved through rigorous safety standards and best practices that aim to reach zero harm.
Building on its long-standing reputation as a reliable brand, Dormer Pramet’s new brand promise, ‘Certainty at every turn,’ highlights the company’s mission to provide high-quality, tailored solutions that meet the diverse needs of its global customer base. This promise reinforces the company’s dedication to consistently delivering value and ensuring reliability in every product and service offering.
This transformation is also coupled with an updated visual identity that reflects the brand’s renewed commitment to innovation, safety, sustainability, and meeting the evolving needs of its customers. The new and enhanced look will be prominently featured on the website, product labels, and distributor systems.
In its commitment to sustainability and reducing environmental impact, starting January 2025 Dormer Pramet is transitioning to grey packaging, a colour that is easier to recycle compared to others thus highlighting the company’s ongoing efforts to embrace eco-friendly practices.
Expressing her enthusiasm about the beginning of this new journey, Amaya Albisu, VP Communications & Branding, Dormer Pramet said, “Ever since the merger of Dormer and Pramet in 2014, we have undergone significant transformation to deliver the best offers to our customers. We realized the need for our brand identity to reflect this progress and open a new chapter in our journey. The changes to the Dormer Pramet brand reinforce our commitment to providing certainty to our customers and partners every step of the way, streamlining our product offerings. Our updated visual identity embodies refined values and purpose, and it’s exciting to see how well it resonates with the manufacturing community”.
With the refined identity, representing the next step in the company’s evolution, Dormer Pramet is well-positioned to support its global customers and stakeholders, ensuring certainty and reliability at every turn.
About the company: Dormer Pramet is a global manufacturer and supplier of tools for the metal cutting industry. It is a part of the Sandvik Group, the world’s number one market leader in the cemented carbide tool industry. Dormer Pramet’s comprehensive product program encompasses both rotary and indexable drilling, milling, threading and
turning tools for use in a wide variety of production environments. An extensive sales and technical support service operates from 20 offices, serving more than 100 markets worldwide. These are assisted by dedicated production facilities in Europe, Americas and Asia, along with a highly developed distribution and logistics network.
