Refreshed logo and brand give the company’s sheetmetal & engineering, and recycling divisions room to grow, while service and support remain front and centre.
Applied Machinery, one of Australia’s largest and most respected suppliers of sheetmetal, engineering and recycling machinery, has today unveiled a refreshed brand identity and logo, marking the start of a new chapter focused squarely on the future of manufacturing and recycling across Australia and New Zealand.
More than a visual refresh, the new brand reflects how far the business has evolved and where it is headed. As Applied Machinery has modernised its’ goals and product lines, its two core divisions; sheetmetal & engineering, and recycling, have each grown into distinct identities with their own customers, challenges and ambitions. The new look gives each the clarity and space to pursue those goals, while remaining united under one trusted name.
That shift is clearest in the company’s recycling division. Where the previous logo’s interlocking cog once held everything within a single mechanical frame, the new brand deliberately opens that space up, freeing the recycling business to establish its’ own identity and articulate its’ value beyond machinery supply. Increasingly, Applied Machinery’s recycling team operates as a solutions partner rather than simply a supplier, designing and delivering customisable recycling systems tailored to each operator’s material streams, throughput and site requirements across the Australian and New Zealand region. To support this new identity, a recycling-specific site has been launched at www.appliedrecycling.com.au and will continue to evolve over the coming months.
On the sheetmetal and engineering side, the rebrand provides clear air to sharpen focus on the division’s core product lines, including Yawei, Hermle, Akyapak, Cosen and ANTIL, and the precision laser cutting, machining, bending and metal-processing capabilities they bring to Australian manufacturers. These flagship partnerships sit at the heart of the division’s offering as it continues to back local industry with proven, high-performance technology with class leading local, expert, cost-effective aftersales support.
Through every change, the company’s founding principles remain constant: service and support above all else. It is a commitment that has defined Applied Machinery for more than 30 years and one the business says will anchor everything it does in this next era.
“ This rebrand is about backing the future of two industries we care deeply about. Manufacturing and recycling across Australia and New Zealand are operating in a landscape that’s modern, fast-moving and genuinely challenging, but also full of opportunity for businesses willing to innovate and stay resilient. Our new brand reflects that ambition, while our promise to customers, service and support, every time, stays exactly where it’s always been: front and centre.”
-- David Macdonald, Managing Director, Applied Machinery
The new identity rolls out across Applied Machinery’s digital channels, signage and marketing materials from June 17th 2026, with both divisions continuing to operate from the company’s Melbourne headquarters.
