FLANDERS Unveils New Brand Identity

FOR IMMEDIATE RELEASE: FLANDERS Unveils New Brand Identity Reflecting Company’s Sustainable & Innovative Solutions

FEBRUARY 5, 2024 – FLANDERS unveiled a new brand campaign, including a new identity, reflecting the company’s transformation of its culture and a redefined strategy focused on global sustainability and innovation to extend the life and enhance the performance of heavy industrial equipment. FLANDERS’s new look and feel represents a commitment to innovation and the company’s purpose for building a sustainable future.

FLANDERS focuses on delivering industry-leading, sustainable, innovative, and cost-effective solutions. With over 75 years of experience, FLANDERS is committed to repairing, reusing, and recycling, showcasing the company’s dedication to building a sustainable future.

Backed by expert repair and field services, FLANDERS prioritizes safety, quality, reliability, and productivity to ensure customers get the most out of their equipment while reducing their total cost of ownership.

“While our business has transformed dramatically over the last few years, it became clear that perceptions of the company have not evolved at the same pace,” said Kim Weninger, CEO. “The rebranding marks a new FLANDERS both inside the company and out, with a strategy hyper-focused on the global audience and the changing landscape around sustainability. FLANDERS’s core values of keeping people safe, doing the right thing, understanding the customer, delivering excellence, taking ownership, and using data, along with its clear strategy, will power the company’s transformation as we partner with the industry and our customers to help them maximize their investment.”

Initial elements of FLANDER’s brand evolution include:

New Logo: The new logo is a prominent representation of the company, its people, and its brand. It comprises two primary elements: the F triangle icon square and the “FLANDERS” wordmark positioned below the icon. Drawing inspiration from past FLANDERS logos and a vision of the future, these elements blend seamlessly to preserve the company’s history within the negative space while subtly alluding to innovation and a sustainable future.

New Brand Colors: The array of new colors reflects the diversity and richness of our industries. The green symbolizes growth and well-being, while the orange is a tribute to the challenging environments in which our employees and customers frequently operate.

New Brand Purpose Statement: Global leaders in electrification.

Learn more at and connect with us on social media.


FLANDERS is the world leader in the industry, specializing in the largest and most intricate applications. Their expertise encompasses distributing, servicing, repairing, designing, and manufacturing electric rotating machines. Additionally, they take pride in offering cutting-edge AI-powered condition-based monitoring, customized controls, seamless systems integration, and advanced automation solutions.

The company primarily serves industrial clients who operate in commodity-driven markets, where the broader marketplace determines prices. Understanding the challenges of their client’s businesses, FLANDERS recognizes the need to focus on cost optimization.

At the core of their mission is the commitment to maximize machine uptime and minimize the total cost of ownership for clients. This is achieved by prioritizing safety, quality, reliability, and productivity enhancements. FLANDERS is dedicated to meeting the unique needs of valued clients, driving continuous innovation, and delivering exceptional solutions that elevate operations to unprecedented efficiency and success, consistently exceeding expectations.