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Wikoff rebrands, drops ‘Color’ from name

The rebrand coincides with the company’s 70th anniversary and reflects its expansion into coatings, digital technologies, technical services, and prepress solutions.

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By: Steve Katz

Associate Editor, Label & Narrow Web

Wikoff has unveiled a new corporate identity, formally removing “Color” from its name as part of a broader transformation of its business and product portfolio.

The rebrand coincides with the company’s 70th anniversary and reflects its expansion beyond traditional ink manufacturing into coatings, digital technologies, technical services, and prepress solutions.

According to the company, the updated identity aligns with a multi-year effort to streamline operations, modernize technology, and support scalable growth. Wikoff says the changes are intended to improve technical execution, enhance service consistency, and strengthen customer partnerships.

“As we mark 70 years of partnership and progress, we are building on our legacy while continuing to meet the changing needs of our customers,” says Mark Lewis, CEO of Wikoff. “Through a more unified operating model and expanded capabilities, we are positioned to deliver innovative, customized solutions with greater value.”

The new brand platform, “Beyond Color,” reflects the company’s broader role across the graphics and printing workflow. A redesigned website has also been launched, featuring improved navigation and enhanced product search functionality.

Wikoff says implementation of the new identity will roll out in phases throughout 2026 across products, facilities, and digital platforms.

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