Permatex, a leading innovator in chemical technology for automotive maintenance and repair, has just developed and launched a new logo for its Permatex brand. The new design will be used as both a graphic for its corporate identity as well as a logo mark for its product packaging and marketing communications.

The announcement was made by Sean Lyon, director of marketing and product management for Permatex, who noted, “Our primary objective in developing a new logo was to create a clean, modern and uniform look for the Permatex brand. We had been using the familiar blue and orange box design on all of our packaging since 1970, and in early 2000, we introduced a separate Permatex corporate logo for internal use and marketing. Over the years, we felt that the use of two logos did not work to our advantage in maintaining a strong Permatex brand mark and contributed to some confusion among consumers.”

According to the company, the new logo update continues to use the same well-known corporate colors of blue and orange, the ubiquitous Permatex swirl and a font that is somewhat similar but a refresh to the current typography. Lyon further explains, “The end results of our efforts is a crisper and cleaner, more modern appearance, which we believe will create a stronger symbol to which all of our consumers can relate. The new logo is the first element of a new package design that Permatex plans to launch in 2014. It is our hope that this ‘new face’ of Permatex will allow consumers to more easily shop all of our product categories.”

In addition to product packaging, the new logo is being incorporated into all marketing materials, including website, social media, cataloging and other forms of communication.