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Velcro hook and loop fasteners revitalize its brand identity

Building on its heritage of over 50 years as a global leader in fastening systems, the Velcro Companies – the business behind the original VELCRO Brand hook and loop fastener – has completed an exciting revitalisation of its brand identity.

The fresh, modernised branding includes a revamped logo design, which draws upon elements of the company’s original logo, used for half a century. The revived brand will be consistent across all marketing communications, including packaging, brochures, corporate literature and printed collateral to be enhanced with the new-look throughout 2011.

Having reached the 50 year landmark, and in a move to facilitate global consistency, the decision was made to refresh the brand and introduce one, individual logo to be used across both consumer and business-to-business units globally. Prior to the rebrand several variations of the brand were utilised across international regions; these will now make way for the new corporate identity generating true global alignment.

Designed by Barcelona based Insòlit Design / Communication, the new-look logo retains the company’s familiar FLYING-V, illustrated in the original logo, which is now encircled in a striking red sphere, depicting the Velcro Companies’ global reach. The typeface, based upon the original VELCRO Brand trademark seen on the consumer packaging, has been rationalised and united with the recognised FLYING-V, fusing the two original corporate and consumer logos together in one succinct, progressive symbol.

The contemporary new brand is the result of nine months of research and development from a cross-functional team from the Velcro Companies around the globe. A combination of internal brand knowledge, customer insight and design expertise has culminated in a streamlined identity, which draws upon the company’s remarkable heritage and the brand’s intrinsic qualities of innovation, reliability and quality.

November 1, 2010 sees the company assume the new visual identity, which will be deployed across all business units, markets, channels and collateral on a global basis throughout the course of 2010 and 2011. From January 2012 the Velcro Companies will have a single identity worldwide.

Further strengthening its global alignment, the company is also undertaking an extensive upgrade of its websites over the next 18 months, delivering a current and accessible on-line function. The practical websites will provide a round-the-clock resource for customers across the company’s three global regions (Americas, APAC and EMEA), where details of new products, merchandising solutions, contact details and promotions will be available.

The VELCRO Brand has become a trusted symbol of quality among consumers, corporate customers, distributors and retailers alike, across the globe. Achieving such positioning is testimony to the company’s dedication to product advancement and its continued commitment to its customer base.

The new corporate identity conveys a bold and concise message, reflecting the VELCRO Brand’s growing position in the market place and the company’s forward thinking attitude towards innovation.

Jurjen Jacobs – Marketing & Business Development Director Velcro EMEA comments: "This is a really exciting time for the Velcro Companies. Consolidating our worldwide activity under a single brand is the first major development in our strategic plan to strengthen our brand and product offering throughout our markets.

"We hope to reinforce the fact that VELCRO is a brand and a company that goes beyond just hook and loop. In recent years we have altered our strategy to add more value to customers by supplying complete finished products or sub-assembly components, such as medical aids, diaper closure systems and car seat sub-assemblies to facilitate our customers’ needs.

"Our strong market position, original products and dynamic approach have all been mirrored in the revitalisation of our brand. By evolving the brand image, along with on-going development of our product offering, we hope to achieve global synergy and highlight our continuous commitment and support of our customers worldwide."

With endless applications, the Velcro Companies serves a wealth of markets, including the traditional markets of Apparel and Furnishing. A strong increase in demand also sees the Velcro Companies supplying strategic segments such as Personal Care, Transportation, Construction, Consumer, Medical, and Packaging & Materials Handling.

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