ELNA Magentics, a 50+ year old manufacturer of ferrite parts underwent a name change in 2009 to reflect an expansion in business focus. The former brand, ELNA Ferrite, became to narrow to correctly reflect the whole manufacturing line that the company was now producing and distributing. The company had broadened its scope beyond ferrite products, to include a wider array of materials, expanded custom machining capabilities and a broader selection of product distribution representation. The company was moving its headquarters to a brand new manufacturing facility and wanted to new brand to reflect the company’s forward progress.