Disc Graphics, has announced the launch of a new corporate identity strategy. Following an intense self-assessment project, Disc Graphics has emerged with a new brand, renewed vision and refreshed visual image. The company has shortened its name to DISC, and has positioned itself for future growth in today’s competitive economic climate.

“We have re-branded ourselves to reflect the organization we have become,” says Don Sinkin, chief executive officer of DISC. “Much more than a graphic arts company, we have evolved into a strategic partner for our clients, providing a host of services and creative solutions for packaging their products. The name DISC better reflects who we are, what we offer and our vision for the future.”

Stephen Frey, senior vice president of sales, expects the new DISC to continue to deliver packaging charisma for its clients in the cosmetics, fragrance and personal care categories. “Our core strength in beauty packaging is centered on how to best define and maximize shelf appeal,” he says. “At DISC, we operate from a customer-centric baseline, with agile, advanced production expertise and a creative team that thinks outside the box. We work closely with our client-partners to shape strategies, inspire ideas and innovations, create packaging confidence, and build brands.”

DISC’s new corporate branding was initiated by a management decision to step back and take stock. The company engaged a New York-based branding and marketing communications firm to help assess the current image of Disc Graphics and identify the next steps in the company’s development. What followed was more than a re-branding effort. “We took the time to peel away the layers to examine not only the company’s capabilities, but its attributes, core strengths, personality, and style from the inside out,” noted Margaret Krumholz, president of DISC. “As we conducted our branding research, we found that many clients referred to us with the abbreviated name of ‘DISC,’ which still resonated with strong brand equity for specialty packaging solutions and exceptional service. At the same time, we identified a brand language and visual positioning that supported the name in a contemporary, yet forward looking way.”

The Disc Graphics name dates back to the company’s roots in the music industry of the 1970s when it produced printed disc labels for LPs. Over time, the company expanded into new markets, including beauty, healthcare, and general consumer products.

The new DISC brand image features a bold, red word-mark logo that is the centerpiece of a visual story designed to radiate upscale design and production expertise. Each of the four letters in the DISC brand name represents core strenths embodied in a new tagline: Decisive. Inspired. Strategic. Confident.