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Norton Abrasives launches global brand standards

Norton Abrasives, a brand of Saint-Gobain Abrasives, Worcester, Mass., has introduced a new global Norton brand standards program. The standards will unify branding efforts worldwide to facilitate a cohesive, impactful image for the Norton brand and Norton sub-brands, for quicker association to the brand assets and the best products for cutting, grinding, sanding and polishing applications. The new global identity program includes the Norton parallelogram logo (see below) that is now endorsed with the Saint-Gobain parent organization and a structure that ties the Norton brand with all of the technology-leading sub brands, including Norton Quantum, Norton Blaze and Norton Paradigm.

“With the changing face of communication, it is imperative that we ensure every touch point with our brand is consistent so as we reach people globally, the brand is uniformly identifiable,” said David Long, director of marketing and strategy at Norton Abrasives. “As the industry leader, it is important to maintain this cohesive strategy so that our customers immediately associate our brand with the high level of product performance and technical expertise they are familiar with, no matter where they are located. With our new brand standards, we have a clear strategy on how we visually present ourselves in our literature, web activities, media, advertising, packaging and all other marketing collateral.”

In the new standards, Norton Abrasives is complementing their most valuable visual asset, the Norton brand logo, with the introduction of the Norton “Mark”. The Mark is an iconic element that ties the shape of the Norton logo parallelogram with a contemporary graphic treatment to provide a quick brand reference for packaging, promotional wear, and web sites and apps. The program will roll out globally throughout 2013.

Recently, Norton Abrasives debuted an Abrasives App that includes grinding and coolant calculators as well as product selection tools. The app, available through the App Store (iOS) and Google Play (Android), displays the Mark as the icon and welcome page.

Norton Branding

Posted Dec. 5, 2012

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