H.B. Fuller Construction Products Develops a New Look for its TEC® Brand
AURORA, IL… H.B. Fuller Construction Products Inc. is unveiling a refreshed and enhanced new TEC brand image in April 2013. The new look includes an updated logo treatment of the brand name with a new design element, and a new tagline: ‘Imagine. Achieve.’ The updates enhance the TEC brand to better reflect its values and identity.
“Our updated branding is a reflection of our commitment to those who imagine great spaces and those who build them,” says Rachel Gibbons, Director of Marketing for H.B. Fuller Construction Products. “The TEC brand empowers people to create more beautiful, functional and personal spaces. We help turn visions into reality.”
The logo’s new design element symbolizes multiple levels of interaction that customers experience with the TEC brand. For example, it represents the collaborative approach to partnering with customers, ‘out of the box’ thinking that drives innovation, and products that cohesively work together as systems.
The brand philosophy can be seen through many recent examples, including the expansion of its Manufacturer-Contractor Council forum, increased partnership with industry associations and buying groups, and the introduction of several new product innovations supported by its new global R&D center in Aurora IL. Some of the recent innovations include Power Grout® Ultimate Performance Grout, a Same Day Installation System featuring Fast-Set Ultimate Large Tile Mortar, and an advanced formula Multi-Powered Wood Flooring Adhesive.
The enhanced TEC branding is debuting at Coverings, an international trade fair and expo for the ceramic tile and natural stone industry, in Atlanta, GA. Thereafter, customers will begin to see marketing and packaging transition to the new look and message, however the products will remain the same high-quality formulas that are synonymous with the TEC brand name.