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SMI Rebrands On 125 Year Anniversary

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North America’s largest glass recycler, Strategic Materials (SMI), has unveiled a new logo, purpose, mission, and values. The rebrand reflects what the company has always been: a trusted glass recycler.

Since its start in 1896 as a partner to General Electric (GE) for recycling lightbulb glass, SMI has evolved from one of America’s first environmental pioneers to the leading go-to glass recycling solutions provider with operations in three countries.

The company brand refresh is the product of a rigorous year-long research and creative strategy process, centered on feedback from employees, customers, suppliers, and investors, focused on the commitment to do the right thing for people, partners and planet.

“We’ve spent the past year reflecting on who we are and where we came from to help ground us in who we need to be,” said Chris Dods, SMI’s president and CEO. “We listened to our key stakeholders and used their feedback as a guide in our branding structure and operating principles to better service our markets for the recycling challenges today and beyond.”

To commemorate the rebrand, SMI is set to launch the company’s first-ever sustainability report in the coming weeks and has a new website rolling out in the fall.

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