DEARBORN, MI ─ SME has announced several strategic changes to unify the organization and provide greater value to stakeholders across manufacturing.

As the result of a multiyear, research-led brand development process, SME has redefined itself for the 21^st century based on the value it provides to its numerous audiences and the central role it plays in the advancement of manufacturing. SME is integrating its strategic areas — events, publishing, membership, Tooling U-SME online training division and the SME Education Foundation — around an evolved mission to inspire, prepare and support its stakeholders in the advancement of manufacturing.

An evolution to SME’s name, tagline and identity accompany the new brand positioning. SME will refer to itself by its monogram rather than its full legal name, the Society of Manufacturing Engineers, as a reflection of its growth and expanded reach over the past several decades. SME has also adopted a new tagline, “Making the future. Together.^SM"

SME’s new logo features two interacting shapes that represent technological achievement and its positive impact on society. The logo also pays homage to the history of SME with a subtle reference to the previous logo, which is contained in the white or “negative” space between the two “arcs of progress.” The new brand identity made its debut recently at SME’s Annual Conference in Baltimore.

SME is rolling out its new brand throughout the remainder of the year at its tradeshows, conferences and other events; advertising in trade publications; a new website; and marketing materials.