Axalta announces new Imron brand identity

Axalta Coating Systems has announced a new visual identity for its iconic Imron brand of polyurethane coatings, a portfolio of premium quality products for original equipment manufacturers (OEMs) and, in selected markets, for the aftermarket repair of commercial vehicles.

The new logo incorporates three elements – a diamond, a road, and a shield – which when combined reflect the attributes that customers have come to value in the Imron name. The diamond represents Imron’s durability and toughness. The road conveys the tough environments where Imron is used. The shield conveys Imron’s promise to protect vehicles against the elements.

Vanessa Navarro, Global Marketing Manager at Axalta said: "The new, bold logo will help our customers identify the Imron brand around the globe and recognise it as the symbol of a superior quality finish for their vehicles.”

The new logo and brand design was introduced in print and digital advertising, marketing collateral and industry events from the beginning of September.