On June 3, Products Finishing magazine visited Axalta Coating Systems’ powder coating headquarters in Houston to attend the global roll-out of a new corporate brand identity that company officials say captures the scope of its business around the world.
The new logo highlights the Axalta name as well as its focus on performance and will provide a consistent and clear symbol of the company and the products and services Axalta (formerly DuPont Performance Coatings) provides to more than 120,000 customers in 130 countries.
“We’re tremendously excited about our new look and what it says about our future. It embodies our commitment to move ahead in the marketplace, putting customers first and offering an exciting portfolio of brands,” says Axalta Chairman and CEO Charles Shaver. “As a leading company that is 100 percent dedicated to developing, manufacturing and distributing coatings, we are poised to perform and deliver on our customer commitment.”
Shaver spoke with all Axalta divisions via satellite, including the powder coating group in Houston that included Nigel Budden, vice president, North America Region, and David Lazzeri, business and marketing manager of the powder coatings business in the Americas region.
Shaver gave a presentation on the new brand/corporate philosophy, followed by Budden speaking to just the Americas’ locations.
“Our 35 operations centers are focused on producing the highest quality coatings and are located close to our customers on four continents to ensure we can respond quickly to their needs. For example, we just announced a decision to build a new facility in China to support the growth in new vehicle production,” Shaver says. “With over 145 years in the coatings industry, we’ve got a tremendous foundation on which to continue to innovate in the future and give our customers cutting edge resources from the hottest colors to the best application technologies.”
Each year PF conducts its Top Shops Benchmarking Survey, offering shops a tool to better understand their overall performance in the industry. The program also recognizes shops that meet a set of criteria to qualify as Top Shops.
Choosing the right conveyor system, coating technology, and ancillary equipment.
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Dear Products Finishing Audience Member:
Starting on Thursday August 8, 2024, PF will begin “gating” its premium content, asking all new website users to provide some information about themselves — name, title, employer, email address — before they are provided free access to the content.
We are doing this because the ways PF’s audience finds and accesses our content is changing. Google’s search algorithms, increasingly, make it difficult to connect PF’s content with the people who might make use of it. On top of that, generative AI like ChatGPT is serving up PF content to internet users without attributing that content to PF.
As a result, it has become increasingly important for PF evolve its audience development strategy and learn as much as possible about who is accessing our content, what content they are accessing and how they are accessing it.
With this audience development strategy, we hope to do two things:
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PF plays a distinctive role and has earned a place of esteem within the focused and specialized industry it serves. Large developments in the media landscape are forcing us to change the way we communicate with our audience. We are confident that our audience values the role PF plays in their professional lives and will join us in this effort to stay connected to them.
We thank you for your continued interest in and support of PF and welcome any questions you might have about the brand’s new content gating strategy.
