Just right

What's in a name? For Rite Technology, it was a lot of history that had turned confusing.

That's why the firm began embarking on a name change and rebranding effort three years ago. Founded in 1989 as Laser Rite Document Solutions, the Sarasota-based company originated with a focus on laser printers, remanufacturing toner cartridges and offering printer repair services.

The growth of the internet dramatically changed the printer and toner market. The company branched out into copiers, offering equipment, service and maintenance. That now makes up the bulk of its business. Two years ago, it shuttered its toner remanufacturing division.