A Gwent-based world-leading exporter of saws and blades for the food industry has revealed a sharp new brand identity as it marks its 100th birthday.

The Crumlin-based Atlantic Service Company chose the IFFA trade fair in Frankfurt, Germany, to unveil an exciting new logo and website.

The IFFA show, which is the biggest in the meat industry, attracts more than 1,000 exhibitors and 67,000 visitors from 149 countries, providing the perfect back-drop for Atlantic’s centenary celebrations.

The new logo is designed to signify the cleanliness and sharpness of Atlantic’s products, while the website showcases both the company’s high-quality products and its extensive experience and history.

Established in Brooklyn, New York, in 1901, the founding business became Atlantic Service Company exactly 100 years ago, expanding throughout the 20th century to become a skilled operation using state-of-the-art equipment and employing more than 60 highly-trained staff at its Wales headquarters today.

Managing director Huw James said: “We are delighted to be able to show the world Atlantic Service Company’s new branding. It is something we have worked on for a long time and it brings a truly fresh and modern representation to our company’s image.

“We have a long and proud heritage and this brand relaunch ensures the organisation continues to be represented as global leaders, whilst we continue to grow and provide great service to our customers.”

Atlantic Service Company supplies a range of customers, from global distributors to village butchers and fishmongers, offering a range of premium products and services.