Astrak now operates as a £100 million+ enterprise with a strong and established presence across Europe, a growing footprint in North America, and a recent strategic acquisition extending its reach into New Zealand. To reflect this transformation and its future ambitions, Astrak has undertaken a comprehensive global rebrand, marked by the introduction of a new logo. This pivotal moment underscores the company’s commitment to unifying its expanding operations and solidifying its position in the international undercarriage and wear parts market.
Progressing from a regional player to a global entity with over 200 employees across various locations highlights a dynamic approach to business development. This significant growth and diversification of operations naturally necessitated a cohesive and unified brand identity capable of representing the company’s current scale and its aspirations for continued global leadership in the heavy undercarriage and wear parts arena.
The decision to rebrand is underpinned by a well-defined brand strategy and a sophisticated design system. A primary objective of this rebrand is to unify and strengthen Astrak’s existing portfolio of products and services.
As the company has grown, both organically and through acquisitions, into a comprehensive supplier of undercarriage components, rubber tracks, hydraulic parts, and more, a cohesive brand identity will ensure customers recognise the full spectrum of Astrak’s offerings.
Furthermore, the new brand strategy is designed to facilitate the seamless integration of future acquired businesses with minimal marketing expenditure. This approach underscores Astrak’s intention for further expansion through strategic acquisitions, as indicated by the recent purchase of West-Trak in New Zealand and the company’s stated goal to increase revenue and pursue further acquisitions.
Ultimately, the rebrand seeks to establish Astrak as a symbol of absolute quality and exceptional customer service, providing a strong endorsement to all businesses within its expanding portfolio.
At the heart of Astrak’s new brand identity is a powerful and concise ownable position: “if you’re powered by Astrak you mean business”. This statement clearly articulates the brand’s value proposition, conveying a sense of reliability, high performance, and a commitment to the success of its customers in the demanding construction environment. This positioning reinforces Astrak’s dedication to delivering the highest-quality undercarriage and wear parts with industry-leading speed. In the construction industry, minimising downtime is crucial, and Astrak’s commitment to both quality and speed directly addresses this critical need for plant operators.
The new visual identity for Astrak is built upon a distinctive framework: a two-point perspective grid. This design principle lends a three-dimensional and epic feel to all brand elements, suggesting a sense of scale, ambition, and modernity that aligns with the company’s global reach within the construction equipment market. The brand logos, shapes, and patterns all adhere to this perspective principle, ensuring a coherent and unified set of design assets across all platforms and applications, from product news to project reports.
This declaration sets a high benchmark for Astrak’s future performance and customer expectations, clearly positioning the company as a serious contender for global leadership in the construction equipment parts market.
James Coughlan, Chief Marketing Officer for Astrak says: “This rebrand is more than just a new logo; it’s a reflection of Astrak’s evolution into a truly global partner for the undercarriage and wear parts industry. Our unified brand strategy allows us to present a clear and consistent message worldwide, reinforcing our commitment to delivering top-quality parts and unparalleled customer service, wherever our customers operate. We believe that being ‘Powered by Astrak’ signifies reliability and a dedication to getting the job done right.”
Astrak’s global rebrand marks a significant milestone in its journey from a specialist rubber track supplier to a major international recognised brand. As Astrak confidently steps into this new era, its unified brand and bold visual identity signal a clear ambition to be a leading force in the arena, ready to partner with businesses seeking the highest quality and service.
This deliberate visual approach aims to convey innovation and a forward-thinking mindset, signalling a departure from potentially more conventional imagery within the construction equipment sector.
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