Alfa Laval, Kenosha, Wis., introduced a new corporate identity to symbolize changes the company is making to both its organization and corporate philosophy. As a leader in separation, heat transfer and fluid handling, Alfa Laval serves companies in the beverage, brewery, oil and gas, dairy, food and pulp/paper industries, among others.

"The new logo represents not just a visual change for Alfa Laval but an internal change as well. We are focusing on the formation of a new organizational structure and will be promoting a set of values and a culture based on customer commitment," explained Kirk Spitzer, president of Alfa Laval.

As part of the organizational change, Alfa Laval is centralizing its operations through a shared-services approach to key areas, including purchasing, production, logistics, support and information technology. In addition, the company will shift its focus from product-based sales to an approach focused on each customer segment's specific needs.