Cummins Inc. last week announced, at its annual meeting, a global branding strategy designed to make it easier for customers to do business with Cummins, while providing international growth and enduring value for Cummins stakeholders.

“The timing is right for this branding initiative,” said Cummins chairman and CEO Tim Solso. “Over the past five years, the company has been reshaped into a company we are calling ‘The New Cummins,’ a company that is less cyclical, more diversified, more results-oriented and continuously committed to turning a greater share of its sales into profits.”

The new branding strategy unites all businesses and products under the Cummins brand name and leverages the power of its red and black colors to give the traditional Cummins logo a bolder look and feel.

The new Cummins business descriptors will be standardized as Cummins Emissions Solutions; Cummins Filtration (formerly Fleetguard); Cummins Fuel Systems; Cummins Generator Technologies (formerly Newage); Cummins Power Generation and Cummins Turbo Technologies, formerly Holset.

Based in Columbus, Ind., Cummins serves customers in more than 160 countries through its network of 550 company-owned and independent distributor facilities and more than 5,000 dealer locations. The company designs, manufactures, distributes and services engines and related technologies including fuel systems, controls, air handling, filtration, emissions solutions and electrical power generation systems. It reported net income of $550 million on sales of $9.9 billion in 2005.