1 Jun 2004
Victrex strengthens its corporate and product branding
As part of the next step in the development and implementation of its business strategy, Victrex plc has launched an identity initiative that brings both global consistency and a fresh vitality to its corporate and product branding. In this new move Victrex has sought to consolidate and reflect the value built up in the Victrex name and the Victrex® and PEEK™ polymer brands over the 11 years of the company’s history.
The corporate and product brand logo designs, while maintaining their well-established presentation, have been updated in a cleaner format and in blue and grey colours that give a stronger presence to the name and symbol combination. Moreover, their use and positioning in communications, website, literature and packaging will now conform to a common format, globally.
According to Victrex chief executive, Dave Hummel, the rapid growth and geographical expansion of Victrex has over time given rise to variations in the application of the company’s logo in corporate and product branding. “What we have done now is taken the energy and strength invested in our brands and projected it outwards to customers in a consistently recognizable form,” he says.
Moreover, as an integral part of its customer focus Victrex has introduced a sub-branding logo: ‘MADE WITH 100% GENUINE VICTREX PEEK’, that customers can incorporate in their own packaging and promotional material in order to further benefit from the brand’s excellent reputation.
“Victrex is a passionate, customer oriented company committed to driving material advances and application developments that deliver real benefits to the markets it serves,” Hummel explains.
In order to clarify and emphasize that message Victrex has added the line: PASSION - INNOVATION - PERFORMANCE, to its corporate logo. Says Hummel: “It’s a statement that summarizes who and what we are as a business and, importantly, what customers can expect from us.”
Reader enquiries
Helen SwarbrickVictrex plc
Victrex Technology Centre
Hillhouse International
Thornton Cleveleys
Lancashire FY5 4QD
United Kingdom
Tel +44 1253 897700
Fax +44 1253 897701
United Kingdom
Notes for editors
Victrex plc, which has its sales, technical and production headquarters at Thornton Cleveleys in Lancashire, UK, had a turnover of more than £71.5m in the last financial year. The company exports 97 percent of its Victrex® PEEK™ polymer output to OEMs in the automotive, industrial, medical, food and electronics market sectors in Europe, North America and Asia Pacific. Information on products, technical support services and sales and distribution contacts worldwide, can be accessed through the company’s web site: www.victrex.com
The PEEK™ trademark:
For many years Victrex plc has been using the PEEK™ trademark to refer to its brand of polyaryletherketone. Victrex plc is the sole manufacturer and supplier of the PEEK™ brand polymer worldwide. PEEK™ is a trademark of Victrex plc.
Related images
Victrex Chief Executive, Dave Hummel, is confident that the new consolidated branding will pack a stronger punch in the marketplace
Editorial enquiries
Annette Forster
Victrex plc
Nathalie Chaimbault
EMG