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Axalta Announces New Imron® Polyurethane Coatings Brand Identity

Published on 2016-09-01. Author : SpecialChem

Imron Brand
Imron® PU Coatings Brand
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.

For decades, Imron® polyurethane enamel has been the number one finish of choice for:
  • Heavy-duty truck
  • Bus 
  • Rail manufacturers

Benefits of Imron® PU Coatings Brand:

  • Provides excellent durability
  • Shows outstanding graffiti-resistant performance on topcoats and clears
  • Provides reliable corrosion protection
  • Helps in excellent resistance to chemicals and weathering, as well as shock and impact

These qualities make Imron® one of the most widely approved coatings among commercial vehicle manufacturers.

Joseph Wood, Vice President for Commercial Vehicle Coatings at Axalta said:

I am excited to launch the new global branding for one of the most recognized commercial paint brands in the industry.”

The new look and feel represents the superior qualities of Imron®. Plus, this year as we celebrate Axalta’s 150th anniversary in the coatings industry, Imron® will carry a new identity that we’re confident will continue to inspire the trust that our customers have placed in the brand for so many years."

New Logo - Three Main Elements


The new logo for Imron® 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 added:

For five decades Imron has delivered beautiful finishes to commercial vehicle manufacturers and owners.

The new, bold logo will help our customers identify the Imron® brand around the globe and recognize it as the symbol of a superior quality finish for their vehicles.

The new logo and brand design will be introduced in print and digital advertising, marketing collateral, and industry events beginning in September 2016.

About Axalta Coating Systems

Axalta is one of the leading global companies focused solely on coatings and providing customers with innovative, colorful, beautiful and sustainable solutions. From light OEM vehicles, commercial vehicles and refinish applications to electric motors, buildings and pipelines, its coatings are designed to prevent corrosion, increase productivity and enable the materials it coat to last longer. Celebrating 150 years of experience in the coatings industry, the more than 12,800 people of Axalta continue to find ways to serve its more than 100,000 customers in 130 countries better every day with the finest coatings, application systems and technology.  

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Source: Axalta
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