Identive Group, a provider of products and services for the identity management, and security and RFID industries, has unveiled new product branding.

The new branding is aimed at leveraging the growing breadth and depth of the company's technology and solutions across the value chain of the Secure ID market.

The announcement was made at the 2011 CARTES & IDentification exhibition.

As part of the new strategy, Identive will use a new corporate logo, emphasizing the company's focus on providing products, services and solutions along the entire Secure ID value chain. As per the re-branding, Identive's product brands will be under a single group-wide brand.

The company said SCM Microsystems (News - Alert) and Arygon Technologies will offer their RFID, contactless and contact-based smart card reader technology and solutions under the Identive brand.

Smartag, TagStar and ACiG Technology will be offering their RFID solutions under the Identive brand.

Hirsch Electronics will adopt the brand Hirsch Identive and will offer security and identity management solutions to enterprise, institutional and government clients worldwide.

Identive’s cloud-based Software as a Service (SaaS (News - Alert)) offering will continue under the idOnDemand brand and integrated ID solutions for single card solutions, payment applications and identification systems will continue under the Multicard brand.

"Consolidating our RFID and IT security products under a single market brand is the most recent step in our ongoing process to establish Identive as the signature company in Secure ID. It enhances our ability to provide products, solutions and services to a broader range of customers along the ID value chain," said Ayman S. Ashour, chief executive officer and chairman of Identive, in a statement.

"Since the formation of Identive in January 2010, our size, scale and success have increased across virtually all facets of the company. This has enabled a more positive presence with customers and a stronger position with suppliers and industry partners," Ashour added.

Recently, Identive Group announced that it has been selected by a mobile handset maker to design and supply more than one million near field communication (NFC) tags over the next six months.

The tags will be included in-box with each purchase of an NFC-enabled smart phone to enhance consumers' day-to-day mobile experience with a variety of NFC applications.