As Star Cutter Company approaches its 100th anniversary, the company and Star SU are introducing a new brand identity that reflects nearly a century of American craftsmanship, enduring customer partnerships, and a shared vision for the future of global manufacturing.

The refreshed branding modernizes the visual identities of both organizations while creating a unified presence that better represents the strength of the Star Cutter family of companies. More than a new logo or design system, the new identity reinforces the companies’ commitment to innovation, precision, and the collaborative relationships that have defined the business since 1927.

“For nearly 100 years, we’ve built our reputation by working alongside manufacturers to solve complex production challenges,” said Jeff Lawson, CEO. “Our new brand reflects who we are today; a unified organization built on American craftsmanship, trusted partnerships, and a relentless drive to help our customers succeed.”

The updated branding brings Star Cutter Company and Star SU together under a cohesive identity while honoring the heritage and values that have guided the organizations for generations. It highlights the close collaboration between the two companies and reinforces a unified approach to delivering cutting tools, grinding machines, gear manufacturing technologies, application engineering, and technical support.

The new identity is built around three defining principles:

• Nearly 100 Years of American Craftsmanship: A legacy of engineering excellence, quality, and manufacturing expertise dating back to 1927.
• Enduring Partnerships: Long-standing relationships with customers built through collaboration, technical knowledge, and a commitment to solving manufacturing challenges together.
• Innovation for the Future: Continued investment in the development of advanced manufacturing technologies that help customers improve productivity, precision, and competitiveness.

The refreshed brand will be introduced across websites, digital platforms, product literature, advertising, trade show exhibits, and customer communications throughout the coming year.

While the visual identity has evolved, the mission remains unchanged: delivering innovative manufacturing solutions backed by exceptional engineering, responsive service, and trusted expertise.

“As manufacturing continues to evolve, so do we,” said Andreas Blind, the Chief Commercial Officer of Star Cutter, and the president of Star SU. “This new brand honors where we’ve come from while positioning us for the next century of innovation. It reflects our belief that lasting partnerships, exceptional craftsmanship, and continuous innovation will always be at the heart of what we do.”