SIFCO Applied Surface Concepts (ASC), a world leading innovator of selective brush plating technology and solutions, has launched a new corporate identity and website showcasing the full range of its industry-leading products and services for component enhancement, repair and refurbishment.

The new identity reflects the company’s commitment to developing new solutions for selective plating processes and materials, working closely with customers and partners and integrating with parent company, Norman Hay plc.

“The SIFCO ASC brand is synonymous with selective brush plating and, while our core values of offering industry-leading products, service and technical support to our customers remains unchanged, we needed a fresher, cleaner image, in line with our confident new business growth strategy," said Lee Shelton, Group Managing Director of SIFCO ASC.

After becoming part of chemical and surface coating specialist, Norman Hay plc, Shelton noted that is was also important that SIFCO ACS's new identity both echoed the family branding style and visualised the SIFCO Process®. "We have done this by utilising the core colours of green and grey – grey as a metal substrate and green representing SIFCO Process® solutions," he explained. "Green also represents the environmental advantages of our process and the initiatives we are undertaking to seek alternatives to hazardous chemicals and processing waste.”

SIFCO ASC offers innovative engineered deposits and world-class selective plating equipment to meet customers’ business needs and this has been reflected in a new tagline – “Advancing Selective Plating Technology”, to reflect the resource we devote to research and development.

SIFCO ASC has designed the new website and branding to make it easier for visitors to clearly navigate through the company’s total product and service offering. Presenting strong visual impact throughout, the site is divided into industry-specific areas and provides sections detailing specific product options and applications, and associated services such as training.