Alfa Laval introduced its new corporate identity to symbolize changes to its organization and coporate philosophy.

Alfa Laval, Kenosha, WI, a provider of specialized products and engineering solutions, introduced a new corporate identity to symbolize changes the company is making to both its organization and corporate philosophy. As a leader in separation, heat transfer and fluid handling, Alfa Laval serves companies in a range of industries.

"The new logo represents not just a visual change for Alfa Laval but an internal change as well. We are focusing on the formation of a new organizational structure and will be promoting a set of values and a culture based on customer commitment," ex-plained Kirk Spitzer, president of Alfa Laval.

As part of the organizational change, Alfa Laval is centralizing its operations through a shared-services approach to key areas, including purchasing, production, logistics, support and information technology. In addition, the company will shift from product-based sales to an approach focused on each customer segment's specific needs.

"This is not simply the launch of a new logo, but the unveiling of a whole new company," Spitzer said.