UltiMaker reveals a new branding strategy following last year’s Ultimaker and MakerBot merger.
UltiMaker: A Combination of Two Industry Giants
UltiMaker is the result of the merger between two long-time 3D print companies, Ultimaker and MakerBot. The two companies unexpectedly joined forces back in May of last year. So far, the only notable branding change we’ve seen is the new company name, “UltiMaker,” which sports an uppercase “M” to recognize the MakerBot component.
The Importance of Branding and Strategy
Branding is an important aspect of any large company, and it was expected that UltiMaker would undertake further work in that area. They can’t continue to operate as separate company brands, otherwise why merge them in the first place?
Clarified Products and Target Markets
First, there is a new logo, which you can see at top. Note the “M”-shaped icon on the left, which is no doubt a homage to MakerBot.
The new branding clarifies their products and strategy. It seems UltiMaker now has two markets: professionals and educators, which are now addressed by the UltiMaker and MakerBot brands respectively.
Product-wise, this means that the MakerBot SKETCH line of 3D printers continues to be sold to the educational market, specifically the K-12 sector. That seems to be where the name “MakerBot” ends, and it’s expected that Thingiverse will be included here as well.
On the professional side, UltiMaker 3D printers will be sold. This includes the popular Ultimaker S series, and now the METHOD series as well.
No more MakerBot METHOD; now it’s the UltiMaker METHOD!
Rebranded Products and Future Expectations
The rebranded products are expected to appear over the next 12-18 months. UltiMaker CEO Nadav Goshen explained:
“Our new brand reflects the combined strength of the two companies that brought us here. By bringing together the best of both worlds, we are better equipped to deliver on our vision and continue to lead the 3D printing industry and empower more innovators to bring their ideas to life. Over the last few months, a lot of careful thought has gone into this exciting opportunity to decide on the direction of our brand’s future. Our customers remain at the core of our decisions, and we’re excited to unveil the result of UltiMaker’s brand journey.”
Analysis: A Strategic Rebrand
From our perspective, this is a good rebrand, as the company’s products are now clearly placed in the correct markets. Although not stated, the next step for the company might be to integrate some of the hardware and software together. Both Ultimaker and MakerBot had intriguing systems and features, and it would be quite interesting to see some of those aspects combined into new types of super-machines.
Via UltiMaker
