ISCAR is set to revolutionise metal cutting once again with its latest product launch, "LOGIQUICK". This new brand name signifies ISCAR's new marketing theme and encompasses three keywords: "Logic", "IQ", and "Quick". The previous campaigns by ISCAR have already highlighted the importance of intelligent cutting tools for advanced machining, providing logical solutions that meet the primary of modern production. These tools have become a market standard in numerous workshops worldwide. However, the addition of "Quick" in the logo brings forth a sense of anticipation. What new challenges will the campaign products present? Is it simply a catchy brand name or a fundamental concept? Let's explore the meaning of the logo and its implications.
In the field of metal cutting, the productivity is directly linked to the Metal Removal Rates (MRR). To enhance machining rates, the metalworking industry strives for "fast metal removal", which refers to processes that efficiently and swiftly remove material using cutting methods. These processes involve the utilisation of machines, strategies, techniques, and cutting tools that enable faster more effective machining, thereby reducing cutting time. However, in many cases, the primary obstacle to fully harnessing advanced, highly engineered machine tools and promising machining strategies lies in the cutting tool itself. The cutting tool often becomes the weakest link in the entire machining process, limiting potential gains in productivity and impeding the reduction of machining costs, and the growth of profitability.
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