Ink and coatings supplier Wikoff has unveiled a new brand identity and corporate logo, formally retiring ‘Color’ from its name to reflect its evolution into a broader provider of advanced technologies, performance solutions and technical services for the graphic arts and printing industries.

The announcement coincided with the company’s 70th anniversary. Wikoff is strengthening its operating model to align teams and capabilities, enhance technical execution and enable faster, more consistent service for customers worldwide. The transformation will likely position the company to accelerate innovation, deepen customer partnerships and deliver measurable performance improvements.

According to the company, the shift from Wikoff Color underscores its expansion beyond traditional ink manufacturing into a comprehensive portfolio that includes advanced coatings, digital technologies, technical services and prepress graphics. Anchored in the brand platform “Beyond Color,” the new identity reflects Wikoff’s broader role in supporting every stage of the graphics and printing workflow.

“As we mark 70 years of partnership and progress, we are building on our legacy while continuing to meet the changing needs of our customers,” said Mark Lewis, CEO of Wikoff. “Through a more unified operating model and expanded capabilities, we are positioned to deliver innovative, customized solutions with deeper expertise and greater value to the markets we serve.”

The new mark features a multifaceted, origami-inspired icon symbolizing precision, movement and craftsmanship – reflecting both Wikoff’s technical expertise and its evolution as a modern, enterprise-scale organization. Brandon Devis, vice president of adjacent markets and commercial services, said the design intentionally bridges heritage and forward momentum. “The folded form honors our craftsmanship while expressing a forward-looking brand built for agility, innovation and solutions that extend beyond color,” Devis said.

A redesigned website launches alongside the rebrand, enhancing digital engagement with streamlined navigation, advanced search functionality and an expanded product finder to help customers more easily identify solutions and access technical expertise.

Implementation of the new identity will begin in 2026 and continue in phases across products, facilities, signage and digital platforms.