Trimite, which boasts bases in Birmingham, Redditch, Bolton and Northern Ireland, is a leading manufacturer of paints and coatings in the UK and international markets.
The rebrand will see the company, which has acquired several other businesses over the years, move all of its subsidiaries under the Trimite Global Coatings brand.
The firm has said that the move comes as part of its strategy to simplify and enhance the customer experience and support future growth of the business.
The announcement came little over a month after Nigel Smith - who first joined the business near the end of 2019 - was appointed the new Group Managing Director. The move also coincides with the creation of a new central sales team whose function will be to simplify the purchasing process for new and existing clients in line with the rebrand.
Smith commented: “These are exciting times for the business, and we are already seeing the positive impact despite the current challenging environment.
“Our rebrand is an essential part of our business strategy going forward and it will enable us to more easily demonstrate the depth and breadth of our offering by bringing everything under one name.”