GretagMacbeth (New Windsor, N.Y.), launched its new corporate branding initiative - the first major overhaul since the merger of Gretag and Macbeth in 1997.

"Inspired by the growing demand to simplify color management, the initiative extends GretagMacbeth's legacy for technology innovation and leverages the exceptional value associated with the GretagMacbeth name in current and emerging markets," says Tom Vacchiano, president and CEO.

Program highlights include a new range of professional service products, including training, consulting, help hotline and digital interactive tools; a range of new products designed for easy setup, easy integration and ease of use; and industry-leading response times by well-informed color specialists that meet or exceed customer expectations for post-sale support.

The company has already begun rolling out the program and will continue the launch into 2005.