AGGPRO unveil refreshed brand identity
Brand refresh signals commitment to progress, unity, and excellence as part of the SMT GB group
AGGPRO have unveiled a refreshed brand identity, symbolizing a new era of growth and alignment following their acquisition by SMT GB. The strategic brand refresh is said to reflect the evolution of AGGPRO and their continued commitment to quality and professionalism, while bridging the visual gap between AGGPRO and SMT GB.
The decision to refresh rather than rebrand was driven by a desire to honour legacy and the reputation AGGPRO have built over more than 25 years. The updated logo retains the essence of the original design but introduces a darker red tone, a refined font to match SMT GB’s own logo, and a newly angled ‘A’ to align visually with SMT’s branding. These subtle yet meaningful updates aim to create a cohesive identity while preserving the strength of the AGGPRO name.
This transformation comes during a dynamic period of growth for the business, marked not only by the acquisition by SMT GB but also AGGPRO’s own acquisition of McCloskey Equipment – developments that reflect the company’s accelerating momentum and long-term vision.
An internal brand launch event celebrated this new chapter, bringing together AGGPRO’s team and SMT GB representatives. The event featured presentations, team-building activities – including mini-golf with mini Volvo diggers – and a shared BBQ. Staff also received new branded merchandise to mark the occasion and celebrate AGGPRO’s new identity.
Special thanks were extended to Lucy and Alison from SMT GB for travelling to join the celebration and for their continued support in the transition. Their presence helped introduce AGGPRO’s workforce to the wider SMT family and underscored the collaborative future ahead.
