The Society of Manufacturing Engineers, which co-sponsors the annual Fabtech trade show, is overhauling its public image. 

From now on, the Dearborn, Mich.-based association will go by the acronym SME, and a new slogan: “Making the future. Together.” 

“SME is focused on serving manufacturing enterprises, employees and education,” said association President Dennis Bray, Ph.D. “It is our manufacturing engineering roots, experience and expertise that uniquely qualifies us to do this.”

Its new logo features two intercepting shapes, designed to represent technology and an “arc of progress.” The logo was first shown to members June 3 at the group’s annual conference in Baltimore. It will be rolled out officially in coming months. 

“The evolution of our brand signifies a momentous point in our history,” said Mark Tomlinson, SME’s executive director and chief executive. “Our audiences see us as a credible authority, an inclusive community and a provider of solutions that is moving the manufacturing industry forward. We needed our brand to express those vital ideas as we move boldly into a bright future.”