CoreTech, an independent technology and equipment lessor, underwent a rebrand to introduce a new visual identity that reflects its growth and aligns with its brand ethos.

At the inception of CoreTech in 2008, the original brand logo was inspired by the company’s focus on technology leasing; however, since then, the company has expanded its services and grown significantly.

“Our company has outgrown our previous logo in more ways than one,” Candace Reinhart, senior vice president of operations and syndications at CoreTech, said. “CoreTech’s rebrand intends to show the simplicity of doing business with our group of amazing people while also maximizing the market that we connect with and the excellence in service that is at our core.”

CoreTech rebranded to solidify its growing service offerings and industry direction. The rebrand is not limited to just cosmetic changes to its brand logo and its website; CoreTech has also expanded its sales and operations teams and continues to bring in talent to fit its brand values and to effectively optimize operations. The new logo system was inspired by the company’s values and the people who live by them.

“‘The most important part of our business is to make sure that our clients’ and employees’ interests are always at our core. Our priority is to keep this ethos and apply it to everything we do — from the first point of contact to fulfilling our client’s needs and wants,” Scott McFetters, founder and president of CoreTech, said. “It was our goal to reflect and communicate this in our rebranding efforts.”