Alliance Laundry Systems Unveils New Brand Position


This logo with a cleaner, more modern design is one of several new changes that are part of Alliance Laundry Systems’ new brand position. (Image: Alliance Laundry Systems)

Staff Writer |

Enhancement features new logo, website, mission statement

RIPON, Wis. — Alliance Laundry Systems, a provider of commercial laundry products and solutions, has unveiled a new mission statement, logo and website, all designed to position the company’s premium brands—Speed Queen®, UniMac®, Huebsch®, IPSO® and Primus®—as global industry leaders.

CEO Michael Schoeb describes the brand direction as “refreshing our image to reflect the world-leading company we are.”

Alliance’s new mission statement reads, “We make the world cleaner as the premier provider of laundry solutions. We deliver leading performance through our exceptional team, unmatched quality and our commitment to innovation.”

The “leading performance” brand position provides a vision for the entire company moving forward, says Alliance, from product research and development to customer service, and affirms a commitment to delivering the best products and service to its partners, who will then do the same for their customers.

On the surface, the industry will notice an updated brand logo with a cleaner, more modern design (pictured). Alliance says the new look illustrates its place as an industry leader.

Finally, Alliance’s new website showcases a clean, user-friendly experience that is consistent with the design of its laundry products, the company says. The site features improved navigation enabling visitors to access information more easily, and is available in French, Spanish, Italian, Chinese, Czech, Brazilian Portuguese, and Arabic.


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