OKI Data Corporation has unveiled its new global identity, OKI Printing Solutions, as part of its continuing drive to be recognized as a major challenger brand in the global color non-impact printer market.

The new name reflects OKI Printing Solutions’ focus on empowering businesses and their staff to maximize the effectiveness and efficiency of their printed communications by providing flexible, easy to use printing solutions. The company’s definition of a printing solution is simply the answer to a customer’s printing need — from a basic printing requirement through to a tailored, customer specific solution.

“Over the past five years, we have broken barriers in the professional printer market by making color printing affordable to all businesses without the need to compromise on quality, speed or cost,” commented David Malloch, OKI Printing Solutions country manager, Saudi Arabia.

The repositioning presents OKI Printing Solutions with the opportunity to create a consistent global brand identity across the 119 countries in which it is represented, giving the company the flexibility and adaptability to compete even more effectively at a global level.

When devising the new brand identity, OKI Printing Solutions adopted a collaborative approach and consulted a cross-section of its wholly-owned and representative offices around the world. This ensured that the new identity reflected the ongoing evolutionary direction and cultural development of the business to a more market and customer oriented approach.

“By leveraging the full capability of our network, it gives us the opportunity to support and deliver a more global approach and as an organization to take a more prominent position and challenging role in the Middle East’s competitive marketplace,” said John Ross, GM, South East Europe & Middle East, OKI Europe Ltd.