Centurion have officially unveiled a major global rebrand.

Visitors to the Intersec trade fair were taken through the company’s new brand identity, including the new logo, website and tagline, ‘When Clarity Counts’. Centurion says the rebrand is based on extensive consumer research which focuses on what is unique about protecting the head – which serves as a driver for product innovation and other behaviours such as head trauma research, insight and education.

The company has also announced it will focus more on the Middle East. This follows news of Centurion putting in place manufacturing tools to mould products for the region in the Kingdom of Saudi Arabia, with the brand being the first head protection company to do so. Commitment to the Middle East has been further underlined with the appointment of a dedicated sales manager for the Middle East and Africa, as part of the company’s ongoing support for the region and its strategic imperative moving forward.

Jeff Ward, CEO of Centurion, commented: “With a constant flow of major infrastructure projects planned throughout the region, there has never been a greater need for continuing advancement in head protection systems to ensure workers can deliver their best. By building on more than 100 years of specialism in this space, we’re proud to be an ‘enabler’ focusing on enhancing ‘wearability’ to empower workers to shape the modern world we live in and have the confidence to think clearly.

“This year, we look forward to driving innovation in the protective headwear market, and ensuring that above-the-neck protection continues to remain of paramount importance in the industry.”