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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 2011Having 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.
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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.
For further information, contact Judith Vich, Communications Manager Velcro Europe, e-maiI: jvich@velcro.com
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The CompactLogix PAC brings the benefits of the Rockwell Automation Logix Control Platform -- common configuration, networking and visualisation environment -- to smaller, machine-level control applications. Combined with Compact I/O, the CompactLogix platform is designed for customers looking for high performance, multidisciplined control in a small footprint.
"OEMs and end users are building today's contemporary machines with an eye toward improving safety, achieving higher levels of performance and better integration of the machine with the rest of the manufacturing operation. Those who do this well will truly differentiate themselves in the marketplace," said Mike Burrows, Integrated Architecture, Rockwell Automation. "Achieving these goals requires a scalable, modular control system that has the safety, throughput and information management capabilities to match the machine design."
Rockwell Automation Logix-based control solutions are ideal for the OEM and end user looking to meet tomorrow's machine requirements cost-effectively. Through features such as integrated safety and standard control, information-enabled software, integrated motion control on the EtherNet/IP network and reusable development tools, Rockwell Automation helps deliver machines on-time, cost-effectively and beyond customer expectations.
"With its new scaled offerings, Rockwell Automation leverages the company's core IA strength in multidisciplined control," according to Craig Resnick, research director, ARC Advisory Group. "Using the combination of control, networking, visualisation and information technologies, the Logix Control Platform addresses a full range of production applications, integrating discrete, motion, process, batch and safety applications, while providing information integration with the rest of the site. Rockwell Automation's continued focus on scale and modularisation will help OEMs and midrange applications leverage the benefits of a single multidiscipline control platform, including reduced total cost of ownership."
The Rockwell Automation portfolio expansion in 2011 for midrange applications will include the PanelView Plus 6 human-machine interface (HMI), offering users increased memory, a factory default option for significantly faster refresh rates, and the ability to store more data and machine instructions directly on the HMI.
The portfolio will also feature two new controllers: the CompactLogix L1 controller is designed for standalone applications requiring up to two axes of motion, while the enhanced CompactLogix L3 controller handles up to 16 axes of motion using an embedded dual EtherNet/IP port. Also on EtherNet/IP, the new Kinetix 350 servo drive will provide cost-efficient integrated motion control capabilities, and is ideally suited for packaging, material handling and assembly machines.
For further information on high availability, view website: http://www.rockwellautomation.com/solutions/integratedarchitecture/
Allen-Bradley, Compact I/O, CompactLogix, GuardLogix, Integrated Architecture, Kinetix, LISTEN. THINK. SOLVE., PanelView, Rockwell Software and RSLogix are trademarks of Rockwell Automation, Inc.
Trademarks not belonging to Rockwell Automation are property of their respective companies.
Rockwell Automation, Inc. (NYSE: ROK), the world's largest company dedicated to industrial automation and information, makes its customers more productive and the world more sustainable. Headquartered in Milwaukee, Wis., Rockwell Automation employs about 19,000 people serving customers in more than 80 countries.
For further information, e-mail: aburt@ra.rockwell.com or view website: www.rockwellautomation.co.uk Refer to page 366
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