Austin, TX, May 30, 2018 – Baxter Planning (Baxter), the pioneer and recognized leader in inventory planning and optimization solutions for the service supply chain, has unveiled a new brand identity campaign including a new logo, tagline and a modified company name. Baxter Planning has operated for over 25 years as Baxter Planning Systems and will now be known simply as Baxter Planning. These changes are reflected on their updated website.

Increased investment in programs to drive market awareness created an opportunity to review Baxter’s brand identity. “To reflect the relationships that we have with our customers and partners in the service supply chain ecosystem, we are introducing an evolution to our brand identity that includes a new tagline, brand mark and simplified company name. Our customers recognize us for relationships based on the trust earned by providing solutions to their service inventory optimization challenges.” stated Chuck Moeling, Baxter Planning’s CEO.

Your Partners In Planning

The tagline of “Your partners in planning” was selected based on validation from customers that rely on Baxter’s solutions to optimize the service inventory and improve planner productivity.  “Baxter stands by us. They do their best to understand where we are, how we see our situation, and where we want to go.  Then they help us make it happen.” and “With Baxter, I talk with fellow planners, not just IT-trained developers.” are examples of quotes used by supply chain executives familiar with Baxter during the validation process for the new tagline.

New Brand Mark Identifies Baxter Planning

“We are very excited about the feedback received from customers on the new tagline.  Our building momentum in the service parts planning market, recognition by both Avaya and Palo Alto Networks with vendor appreciation awards in 2018, and a new tagline created an opportunity to also refresh our logo.” stated Baxter Planning’s President, Phillip Kennedy.  The company’s new brand mark includes 2 links of a chain representing the relationship between Baxter and its customers.  These links are modified to represent lower case initials for Baxter Planning.

The evolved brand identity has been rolled out to the website. All Baxter Planning products, communications, and experiences will be updated with the new identity this summer.  The creative process was supported Barbara Mitchell from Mitchell and McCue.  Graphic design was supported by Doug Githens from Groom Githens Creative.

About Baxter Planning

Headquartered in Austin, Texas, with employees around the globe, Baxter Planning was founded in 1993 by Greg Baxter, who saw the need for a best of breed solution to address the lack of supply chain planning technologies in the market.Now a worldwide leader in aftermarket supply chain planning software, Baxter helps customers plan billions in service parts inventory every day. The list of Fortune 500 enterprises and growing startups deploying solutions from Baxter include Verizon, RICOH, Stanley Black and Decker, NetApp, SONY, Johnson & Johnson, and many others. Baxter’s differentiated combination of a SaaS platform featuring planning as a service (PaaS) enables supply chain organizations to deliver dramatic improvements in post-sales service levels while increasing profitability and cash flow.

Baxter has been on SupplyChainBrain’s “List of 100 Great Supply Chain Partners” for 14 consecutive years and recognized multiple times as a “Best Places to Work in Austin.” For more information, visit or email us at