A rebrand to Association for Print Technologies is a turning point, "not just for NPES, but for the entire printing and imaging industry" according to president Thayer Long.

The US-based group is finally tackling the verbose 'The Association for Suppliers of Printing, Publishing and Converting Technologies' in what it says is a bold new mission to drive printing industry growth.

The new identity is a nod to the association's signature Print trade show - organised since 1968 - and marks completion of the 85-year-old group's 'strategic business plan for the industry'.

A new logo carries the strapline 'Innovating graphic communications'.

Long says convergence in the industry is "essentially in the rearview mirror".

"Now, as our new name more clearly expresses, our broader scope and direction are focussed on greater alignment among the commercial printing and imaging value chain.

"This 'next phase' must happen in order for all stakeholders to benefit."

A new website will be launched in the northern spring, and new initiatives include a staff department dubbed 'community and industry development' to advance support businesses and address workforce development and training. It will be headed by industry veterans Ken Garner (vice president of business development and industry relations - formerly of Idealliance and NAPL) and Julie Shaffer (associate vice president of program and community development - formerly of Idealliance and PIA).

A new strategy for Print 18 will see it "right-sized" to three days, from Sep 30-Oct 2 in its traditional Chicago venue of McCormick Place South. The show will "demonstrate the collision of printing and digital channels with new solutions to meet demands of omni-channel marketing".