Global Sourcing Spotlight: How to Evaluate Supplier Capabilities Worldwide
The Knowledge Base: Cultivating Your Brand in the Age of Connection
SMT Perspectives and Prospects: Warren Buffett’s Perpetual Wisdom, Part 2
Totech Reveals New Brand Identity with Redesigned Logo and Updated Website
September 1, 2021 | TotechEstimated reading time: 2 minutes
Totech, the Moisture Sensitive Device (MSD) handling & storage specialist and member of the ASYS Group, has launched a new corporate brand identity, redesigned logo, and updated website.
As part of the rebranding, the company name changes from Super Dry Totech to simply Totech with a tagline of 'Smart storage & Logistics'. This name change is part of Totech’s strategy to accommodate their ever-widening range of capabilities, to enable them to expand upon their services and to help customers identify with the brand in the marketplace.
The refreshed visual brand identity better represents the core purpose of the company and its products. The icon at the beginning of the new corporate logo represents a stack of SMD component reels, the preferred component packaging for today’s manufacturers. The letters of the Totech name then represent the journey of these reels through the Storage & Logistics process.
Of course, Totech is able to offer customers multiple options for safe component storage and logistics and this is where product brands will differentiate the products.
Super Dry will continue to be the recognized brand of the leading Dry cabinets in the market. Dry Tower is the automated storage and material logistics solution which the company continues to grow with ASYS. LTS is a long-term storage as a service offering, allowing manufacturers to forward purchase and safely store (and test) large quantities of components, off site. Smart Connect Software Solutions groups the Totech software solutions which enable connectivity & allow manufacturers of any size to comprehensively maintain control of all their component inventory and particularly their moisture sensitive devices.
Each of these business sectors is represented by one of the colours in the new colour cube brand marking, which sits alongside the ASYS Group branding.
“We have grown our business significantly over the last few years. Our brand relaunch represents the natural evolution of that transformation,” said Jos Brehler, Totech CEO. “Today, Totech offers customers a whole range of the highest quality, innovative Dry Storage and Logistics Solutions for the safest storage of (Moisture Sensitive) Devices. It’s imperative for our brand to reflect this and the tremendous value we bring.”
He continued, “While visually this is a significant change, our core beliefs haven’t changed. Our team of dedicated professionals will continue to enable our customer's success. We will continue to provide the same, or better, level of professionalism that they have always experienced”.
Share on:
Testimonial
"We’re proud to call I-Connect007 a trusted partner. Their innovative approach and industry insight made our podcast collaboration a success by connecting us with the right audience and delivering real results."
Julia McCaffrey - NCAB GroupSuggested Items
New Episode Drop: MKS’ ESI’s Role in Optimize the Interconnect
08/21/2025 | I-Connect007In this latest episode, Casey Kruger, director of product marketing at MKS’ ESI, joins On the Line With… host Nolan Johnson to share how CO₂ laser technology delivers faster, more accurate vias in a smaller, more energy-efficient footprint.
SEL: Revolutionizing PCB Production Through MES, Partnerships, and Vision
08/21/2025 | Barry Matties, I-Connect007Two years ago, we visited Schweitzer Engineering Laboratories (SEL) to better understand its new captive greenfield PCB facility. We recently returned, this time to discuss how this bold vision has transformed the industry. Barry Matties met with John Hendrickson, engineering director, and Jessi Hall, vice president of vertical integration, to discuss the transformative capabilities of Factory Core, SEL’s custom manufacturing execution system (MES), which allows for real-time monitoring of workflow and machine performance, and has led to impressive improvements in quality and cost efficiency.
MKS’ Atotech to Participate in IPCA Electronics Expo 2025
08/11/2025 | AtotechMKS Inc., a global provider of enabling technologies that transform our world, announced that its strategic brands ESI® (laser systems) and Atotech® (process chemicals, equipment, software, and services) will showcase their latest range of leading manufacturing solutions for printed circuit board (PCB) and package substrate manufacturing at the upcoming 17th IPCA Show to be held at Pragati Maidan, New Delhi from August 21-23, 2025.
MKS Showcases Next-generation PCB Manufacturing Solutions at the Thailand Electronics Circuit Asia 2025
08/06/2025 | MKS Instruments, Inc.MKS Inc, a global provider of enabling technologies that transform our world, today announced its participation in Thailand Electronics Circuit Asia 2025 (THECA 2025), taking place August 20–22 at BITEC in Bangkok.
Advancing Electrolytic Copper Plating for AI-driven Package Substrates
08/05/2025 | Dirk Ruess and Mustafa Oezkoek, MKS’ AtotechThe rise of artificial intelligence (AI) applications has become a pivotal force driving growth in the server industry. Its challenging requirements for high-frequency and high-density computing are leading to an increasing demand for development of advanced manufacturing methods of package substrates with finer features, higher hole densities, and denser interconnects. These requirements are essential for modern multilayer board (MLB) designs, which play a critical role in AI hardware. However, these intricate designs introduce considerable manufacturing complexities.