TROY, Mich. — Sensata Technologies Inc.'s Schrader Performance Senors has launched a new logo that positions the company as a "technology-centric business."
The new logo identifies the company as "Schrader TPMS Solutions" instead of "Schrader Performance Sensors."
Jacki Lutz, head of global marketing and communications of Sensata's aftermarket business, said it is important for the company not to stray from the original logo.
"The new logo demonstrates the change in focus for the brand and aligns it with Sensata's logo without losing its recognizable parts that symbolize so many areas of the business that will remain unchanged, like our commitment to delivering the highest quality products and our devotion to customer service," Ms. Lutz said.
Schrader, noted for the invention of the Schrader valve in the early 1900s — the same pneumatic tire valve found on most vehicles on the road today — is celebrating its 175th anniversary this year. Schrader said it pioneered TPMS, creating a sensor attached to the valve inside of the tire that measures tire pressure and temperature.
Almelo, Netherlands-based Sensata Technologies acquired Schrader in 2014 and since said it has been investing in further growth of TPMS technology.
Ms. Lutz said the red road symbol has come to be recognized with the Schrader brand.
"It represents the road ahead," she said. "That is where the brand has always and will always continue to look, not behind or beside us, but what is coming for our customers down the road. The shape of the symbol has been simplified but the vision that it represents will remain one of the main focuses of the brand."
The logo also indicates what Schrader will continue to specialize in, according to the company: tire pressure monitoring systems.
"The Schrader brand has led the TPMS market since the technology was first introduced in the 1980s, and we felt it was about time the logo represented that," Ms. Lutz said.