KANSAS CITY, Mo. – Throughout its long history, Tension Envelope Corporation has been an industry leader in envelope design, printing and manufacturing. As the company celebrates its 125th anniversary in 2011 and prepares for the future, it has announced an updated brand identity that includes a new naming convention, refreshed logo and a tagline.

As of July 13, the company will be known formally as Tension Corporation, or simply Tension. Under the Tension brand there will be three distinct divisions: Tension Envelope, Tension Packaging & Automation, and Tension International.

"Envelopes are our core business and a critical part of Tension's future. However, we have diversified to grow our business," said Tension President and CEO, Bill Berkley. "We are expanding our global presence and our leadership in packaging and automation solutions. The shortening of our name helps strengthen and clarify our comprehensive offering."

Tension Packaging & Automation designs and builds automated packaging systems and equipment for central fill, mail order and specialty pharmacies, and direct-to-consumer order fulfillment distribution centers. This includes equipment, consumables, software, service and systems integration. Tension recently acquired Maverick Enterprises, Inc., a pharmaceutical packaging equipment manufacturer based in Longmont, Colo. With the purchase of Maverick, the company will now manufacture automated packaging equipment and systems, a step that provides Tension with expanded opportunities for growth in both its pharmaceutical automation and direct-to-consumer businesses.

In addition to the new naming convention, Tension refreshed its visual brand identity and developed a new tagline. The updated logo features clean, contemporary lines and visually represents its rich history by incorporating the classic "T" and red-and-black color scheme. The new tagline, "Ingenuity at work," embodies the service, quality and innovation for which Tension is known.

"We show our ingenuity everyday through our associates' high level of performance. We provide solutions to help our clients improve internal processes, save money and deliver results," said Bob Broadbear, chief operating officer. "Companies turn to us for insight on new trends, industry innovations and process improvement recommendations to help their businesses be more successful. That is ingenuity at work."

Tension is privately owned and headquartered in Kansas City, Mo., with regional sales offices and eight manufacturing plants and regional sales offices throughout the United States. International facilities are located in China, Taiwan, Malaysia and Australia.