Peosta, Iowa-based Mi-T-M Corp., a manufacturer of pressure washers, generators, air compressors and other industrial equipment, last week unveiled a new corporate identity.

“This new logo symbolizes strength,” said A.J. Spiegel, founder and CEO. “It reflects who we are today.”

The “M” in the new logo graphically represents a foundation of integrity, dedication, quality and excellence — core principles that define Mi-T-M. The secondary graphic element is the colored stripes that have traditionally bordered the “M” and decorated the recognizable Mi-T-M equipment. “The three stripes will remain a standard on all of our equipment,” said Mi-T-M president Sam Humphrey. “Our customers associate those colors with Mi-T-M so they will continue to be an important part of our new graphic standards.”

According to the company, the Mi-T-M brand has a long, heritage and the attributes that have been built over its 37-year history are as much about its people as the product. “We have set the standard for manufacturing dependable industrial equipment, but it is our willingness to do whatever it takes for our customers that we’ve become known for,” said Humphrey.

“Our tag line, ‘Performance Under Pressure,’ communicates what we stand for,” Spiegel told his employees. “It is who we are and what we do. It goes right to the heart of what our customers want.”

The new corporate identity will be implemented through a transitional process. From advertising to product packaging to a dynamic website, consumers should expect to see the new logo everywhere over the coming months.

Mi-T-M Corp. last week unveiled its new corporate identity to symbolize its strength, integrity, dedication, quality and excellence.