Axis Capital unveiled a new company name, logo and website, rebranding as Amur Equipment Finance. The rebrand comes as part of the company’s 20th anniversary.

“Reflecting the characteristics of the distinctive Amur leopard in our new logo, the Amur Equipment Finance brand now showcases our best qualities as a business,” said Jacklynn Manning, AmurEF’s marketing director. “Our new brand represents the curiosity to learn about our customer’s specific needs, the agility to grow and change as their requirements change, and most importantly, the tenacity to do what it takes to serve our customers. The rebrand to Amur Equipment Finance coincides with a period of strong growth in our business…it epitomizes all that we stand for, all that we can achieve together while reinforcing our overarching mission.”

The rebrand to Amur Equipment Finance includes a newly designed website which aims to provides a customer-centric experience. Full product offerings are now available to site visitors, including vendor and origination program information along with customer video testimonials and success stories. Specialized tools, such as a Section 179 Calculator, are available to assist customers with understanding and accessing the full range of AmurEF’s equipment finance products.

“Our new name appropriately reveals our long-standing membership in the global Amur family of companies,” said Malia K. Du Mont, AmurEF’s co-president and chief operating officer. “It’s an affiliation that provides us and ultimately our customers with world-class financial expertise and products.”

AmurEF employs more 90 professionals across the U.S. and directly serves business owners and channel vendor partners that service equipment-intensive industries such as transportation, construction, commercial and industrial equipment, food service, packaging and printing. AmurEF handles equipment financing needs ranging from as little as $10,000 to more than $2 million.