Rebranding Your Identity -- Playing the Name Game

Today, printers do so much more than just put ink on paper, that having "print" in a company's name doesn't tell the whole story. In fact, it could pigeon-hole a company from getting work not traditionally thought of as done by "printers."

The most recent big-name printing company to go through such a metamorphosis was last year when Englewood, CO-based Mail-Well Inc. announced it rebranded itself as Cenveo and took on the corporate tagline "Vision Delivered." The name derives from a combination of "cen" for center and "veo," which relates to vision and understanding.