Morlock Announces New Global Strategy Tightly Focused On Performing as a Trusted Partner for Product Decoration

Leading European Pad Printing Expert Makes Strategic Shift Across All Aspects of Its Business

(October 19, 2021)- Morlock, a European market-leader for pad printing systems, consumables and supplies, announces the rollout of a new global strategy tightly focused on performing as a Trusted Partner for Product Decoration.

Brand Values

Morlock´s new brand identity focuses on every aspect of the company´s business on delivering three core brand values- expertise, efficiency and reliability. Far from an isolated marketing exercise, these brand values represent the culmination of years of careful listening to customer needs (via interviews and hundreds of employee and customer surveys).

Moving forward, all elements of the company´s business (including new product development, customer service, engineering, billing, shipping and human resources) are being driven by a shared commitment to performing as a Trusted Partner through regular demonstrations of expertise, efficiency and reliability.


Strategy in Action

In the weeks and months ahead, customers will see a number of enhancements to products and services designed to enhance expertise, efficiency or reliability.

In preparation for this launch, during 2020 and 2021 five different departments at Morlock completed more than 10 projects designed to enhance the way the brand delivers expertise, efficiency and reliability. For example, standardized printers were developed reducing lead time from 12 down to four weeks and new laser cliché technology was developed providing a high quality, mid-range price option. Additional projects are scheduled for completion in 2022.

Additionally, Morlock updated its visual identity with a new modern logo and newly updated website (

Context: Global Solutions for Product Decoration & Sealing
The strategic focus on performing as a Trusted Partner via expertise, efficiency and reliability is shared by each of the brands in the ITW Industrial Decorating Solutions (IDS) group. Sister brands- Trans Tech (, United Silicone (, and CER ( made announcements about their shared new global strategies in 2020.

Morlock is a leading European supplier of pad printing equipment and supplies. With over 40 years product decoration experience, Morlock is known not only for highly efficient pad and digital printers but also for having the expertise necessary to find the best possible decoration solution for each unique application.

Combining efforts with sister brands Trans Tech (leading North American pad and digital printing brand), United Silicone and CER (leading hot stamping/heat transfer brands in North America and Europe respectively), allows the IDS Family of Brands to stand out as a global Trusted Partner for product decoration across a number of printing platforms.



About Morlock

Headquartered in Dornstetten Germany, Morlock is a leading manufacturer and supplier of pad and digital printing equipment and consumable supplies. The company’s products are used in a wide range of industries to decorate on three dimensional objects made of plastic, metal, glass, wood, and other materials. Morlock single or mutli-color printers can run as standalone units or as part of highly automated systems. Morlock is a wholly-owned subsidiary of Illinois Tool Works Inc. NYSE (ITW), and a brand of ITW Industrial Decorating Solutions (IDS).


About IDS

Industrial Decorating Solutions (IDS), a division of Illinois Tool Works Inc. NYSE (ITW), is a global manufacturer and supplier of pad printing, hot stamping, heat transfer, and heat seal equipment and consumable supplies. The division consists of four brands – Trans Tech, United Silicone, Morlock, and CER.