Moving with the times, Positive Camtec finds a new name that better identifies the Sydney-based wide-format technology provider in time for this year's PrintEx.
When Trumble first joined the company it was one of the few engineering support companies in the signage industry. Before the advent of wide format inkjet its main business was in delivering cutting and engraving technology. Hence the name Camtec, which stands for 'computer aided manufacturing technology,' was a standout identifier at a time when few others were in the game. Now with every manufacturing process using 'camtec' the company has moved on to be a wide format supplier representing such prestigious brands as swissQprint and Roland as well as still supplying and servicing CNC Routers, Laser Cutters and Engravers.
According to Trumble, managing director and proprietor, (pictured) it was time for a change of identity as few people in the market associated the business with the sign, graphics and wide format print industry purely from its name.
“In many cases, our name is the first impression that prospective clients will have of us. Therefore, we were determined to find a name that would not only build on the goodwill we have built over 23 years in business, but one that would also clearly identify us and our target markets to those who didn’t know us. We did not take this task lightly.
“Following much market research, we confirmed what we already knew - that there is a lot of goodwill and brand recognition in the name 'Positive' with many of our clients referring to us simply as that. So, it was imperative to maintain the brand loyalty and awareness we had created.
The company reviewed hundreds of suggestions and concepts and indulged in plenty of internal discussion before deciding Pozitive was the ideal name to carry it forward into the next era. Keeping the Positive but changing it to meant it incorporated the word ‘OZ,’ to reinforce its national coverage across the Australian market.
"With our new name, also comes our new logo. We were looking for something that was clean, crisp, professional, yet also striking and easily recognised. The new Pozitive logo maintains our corporate colours. The tag line, ‘sign & graphic supplies’ immediately associates us with our core markets, and clearly describes the types of products and services we offer, removing any ambiguity our previous name carried.
“Developing our new name and logo was a complete team effort, with every member of our team consulted and involved in the process from beginning to end. I am very proud of the result,” said Trumble.
Pozitive will operate on the new domain name; www.pozitive.com.au and all company email addresses will be converted to @pozitive.com.au. Phone, fax and ABN will remain the same.