Dellner Brakes, owner of Pintsch Bubenzer, has relaunched as Dellner BubenzerA new website has also gone live. Dellner Brakes JHS, Dellner Brakes, Dellner Industrial, Pintsch Bubenzer and Rima are operating as one company effective immediately.

Sweden’s Dellner Group — Dellner Brakes was a subsidiary — acquired German industrial braking manufacturer Pintsch Bubenzer in January 2018, in a deal that has paved the way for the companies’ ongoing global expansion. Pintsch Bubenzer makes high performance disc and drum brakes for cranes and other severe duty applications, as well as complementary products, such as emergency and storm brakes. Four months earlier, Dellner Brakes had acquired U.S. brake and clutch company Gummi USA.

Momentum was continued two years ago when Dellner Brakes, incorporating Italy’s Rima Srl, bought German brake specialist JHS Jungblut in a move that immediately strengthened the company’s offering in the wind energy market, and enabled further global expansion, notably in the Far East. Once competitors, this game-changing acquisition put these braking powerhouses on the same team.

“Much of our community has followed the journey of the Pintsch Bubenzer brand — Pintsch Bamag and Bubenzer Bremsen are steeped in history and eventually became the Pintsch Bubenzer business that Dellner acquired,” Joel Cox, president at now Dellner Bubenzer USA LLC, said in a prepared statement. “It’s really been a journey that started generations ago and has found its way to this landmark moment.”

The new, green-colored “DB” logo is a tribute to the “D” from Dellner and the previous branding, and the legacy “B” from Bubenzer. They form together with a disc outline, since caliper brakes are core to the business. The logo has already been integrated into brake castings.

Cox was part of a global leadership trio that executed the entire brand overhaul, including Friederike Imhäuser, marketing manager, of Germany; and Edgar Roca, vice president of Dellner Brakes, of Texas. Governale Group, of Houston, provided branding expertise, having emerged as the chosen partner from a three-strong, worldwide shortlist.

The team started planning at the beginning of the year and was shooting for an April to July launch, which has been delivered on time. “Our founding brakes [from Gerhard Bubenzer] were a shade of green many years before the famous red color, but the new look represents progression away from the legacy color to a bright, vibrant green that has been established and locked in; we plan to protect it for many years to come,” Cox said. “Of course, to match, an interactive and easier-to-navigate website captures the new, global brand family.”

Additionally, new data sheets, catalogs, graphics, image libraries, etc. were overhauled.

The new-look Dellner Bubenzer will deliver a presentation to the AIST Crane Symposium, which takes place Aug. 15-17 at the Omni William Penn Hotel in Pittsburgh. Cox and Mike Astemborski, executive sales manager, will deliver a paper titled, “Lifting or lowering a load safely after failure or incident”, at 10:30 a.m. on Aug. 16.

The symposium delivers practical information and experiences from maintenance personnel, crane manufacturers, equipment manufacturers and engineering consultants with the sole intention of making electric overhead traveling (EOT) cranes and their runways the safest, most reliable, durable machines in the steel industry.