Heidelberg has restructured its digital printing portfolio with a digital product line rebrand.  The manufacturer, which will be presenting the industry’s digitised future under the motto “Simply Smart” at Drupa, has standardised its entire digital printing portfolio with the ‘Fire’ product branding.

The Primefire 106 B1 industrial inkjet press is the first new product to adopt the name and a number of existing products have been renamed.

The company’s Linoprint CP and CV digital printers have become Versafire CP and CV respectively, cutting the final link with Heidel-berg’s past acquisition, Lino-type-Hell. The Gallus DCS 340 hybrid conventional/inkjet label printing press has become the Gallus Labelfire 340 and the Jetmaster Dimension range has become the Omnifire range.

Heidelberg said the product name standardisation repeats its approach to the Speedmaster series of litho presses and increases both the clarity of the entire offering and the recognition value of the brand for customers.

“The name “Fire” for our digital printing portfolio stands for performance, dynamism and growth - and also for digitally transmitting data and ink onto different surfaces,” said Heidelberg vice-president of digital printing Jason Oliver.  Additionally, the company said it would show the Omnifire 1000, a larger format version of its 4D printing system, at InPrint 2016 in Milan in November. Printed objects from the 1000 will be shown at Drupa, which runs from 31 May to 10 June in Dusseldorf, while an Omnifire 250 will be running at the show.

The entire digital printing portfolio can be integrated into the overall workflow of a print company together with Heidelberg’s offset systems via the new Prinect Digital Front End (DFE). Web-to-print applications as well as multi-channel publishing business models are also supported.