LAS VEGAS (Nov. 2, 2005) – Cooper Tire & Rubber Co. unveiled a new corporate logo and two new television commercials today during the Specialty Equipment Market Association (SEMA) Show in Las Vegas that reflect the company's shift from a domestic tire producer to a global manufacturer and marketer.
The new logo, which has a more streamlined appearance, is the first redesign of the emblem in 50 years. It retains the oval look of its predecessor, while conveying a modern sense of performance and speed, the company said.
“The new graphic was designed to respect all the good things that Cooper has always been: reliable, consistent, dependable and friendly,” Cooper CEO Tom Dattilo said during a press conference on the trade show floor. “At the same time it affirms and emphasizes all that we are today and are working to become: contemporary, smart, fresh, innovative and capable of competing and connecting in new markets and arenas."
Mr. Dattilo said Cooper aims to compete with the best in the world as a manufacturer and marketer of tires for all consumers. “It's time for our logo to reflect the exciting things we´ve been doing at Cooper, and SEMA is the perfect venue to unveil our new image."
The company said it will phase out the old logo by the end of 2006.
The tire maker also debuted two television commercials that will begin airing in the spring of 2006 on a variety of networks. The commercials, called "The Official Tire of Go" and "The Official Tire of the Unpaved," feature a high energy rock song and black-and-white images. They aim to appeal to a contemporary audience who, in the past, may not have considered Cooper as a choice for high-performance, passenger and light-truck tires, the company said.
Cooper said the ads will break through the clutter of other tire advertising and resonate among all audiences to make the Cooper Tire brand memorable.