Permatex brand refreshes logo

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HARTFORD, Conn. (Feb. 5, 2014) — Illinois Tool Works Inc.'s (ITW) Permatex division has unveiled a new logo that will be used as both a graphic for its corporate identity and as a mark for its product packaging and marketing communications.

The company markets chemical technology for automotive maintenance and repair under the Permatex brand.

Sean Lyon, director of marketing and product management for Permatex, said the company's "primary objective in developing a new logo was to create a clean, modern and uniformed look for the Permatex brand. We had been using the familiar blue and orange box design on all of our packaging since 1970, and in early 2000, we introduced a separate Permatex corporate logo for internal use and marketing.

"Over the years, we felt that the use of two logos did not work to our advantage in maintaining a strong Permatex brand mark and contributed to some confusion among consumers."

The new logo uses the same corporate colors of blue and orange along with the Permatex swirl and a font that is somewhat similar.

Mr. Lyon noted that "the end results of our efforts is a crisper and cleaner, more modern appearance, which we believe will create a stronger symbol to which all of our consumers can relate. The new logo is the first element of a new package design that Permatex plans to launch in 2014. It is our hope that this 'new face' of Permatex will allow consumers to more easily shop all of our product categories."

In addition to product packaging, ITW said the new logo is being incorporated into all its marketing materials, including website, social media, cataloging and other forms of communications. Permatex retail partners and media outlets can use the new logo immediately as needed, it added.

Permatex, founded in 1909, markets products under ITW brand names including Permatex, Fast Orange, Spray Nine, the Right Stuff, Gel Twist, PermaPoxy, Ultra Bond and Dr Bond, Ultra Cherry, and Grez-Off.

ITW's Permatex division operates in the U.S., Canada, Mexico and the U.K. and exports products to more than 85 countries worldwide. Its North American operations are based in Hartford, with a manufacturing, distribution and technical center located in Solon, Ohio.

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