Rebranding from the Inside Out: When Precision Matters

The Takumi VC1052 is a fast, three-axis linear guide machining center designed for customers focusing on batch or production work. The Takumi VC series machining centers are built with direct-coupled motors and double-anchored ballscrews to eliminate lost motion. Photo Credit: Hurco Companies

Takumi USA’s brand makeover is on display at the booth of its sister company, Hurco. The Takumi brand has refreshed its image with a bold new logo and tagline: “When Precision Matters.”

“While Takumi has been known throughout Europe and Asia for its high efficiency and high precision CNC machines since 1988 when Takumi was founded, the brand was less well known in the USA. Hurco Companies Inc. acquired Takumi in 2015 to boost its presence in the USA. As we became even better acquainted with the performance of the Takumi machines, we didn’t feel like the outside of the machines matched the inside! We wanted the brand elements to align with the unparalleled craftsmanship and meticulous engineering design of the Takumi machines,” Maggie Smith, marketing director for Takumi USA, says.

At IMTS, the company illustrates how the care Takumi has taken on the front end of the machine’s design and manufacture results in benefits for its customers, including superior surface finish.