Vetrotech Saint-Gobain has announced it is changing its look in an effort to increase its name recognition and improve market share. To this effect, the manufacturer and distributor of fire- and safety-rated glass has introduced a new look and logo that emphasizes its relationship to parent company Saint-Gobain Corp. and Saint-Gobain glass, the business unit to which it belongs.

According to Len Brunette, president of Vetrotech Saint-Gobain, the decision was prompted after a survey of architects and specifiers revealed that while the company was extremely well-regarded by its customers, a large portion of its target market was unaware of it as a renowned supplier of fire- and safety-rated glass products.

"We have been a presence in the United States since 1982, but have been marketing our products under our brand name for just five years," said Brunette. "Consequently, we are considered a 'new kid on the block,' despite our vast experience and expertise. We believe that a revision of our corporate identity, which emphasizes our relationship to Saint-Gobain, one of the world's oldest and most respected glass and building materials manufacturers, is an important step in gaining the recognition our technological advances in the market have earned us."

The company's new identity conforms to the corporate guidelines introduced by its parent company in 2001. It is distinguished by the bridge symbol overtop the company name and a bridge-shaped cartouche that serves as a placeholder for the logo.

Vetrotech Saint-Gobain recently moved into a new facility in Auburn, Wash., and has scheduled a ribbon-cutting ceremony for the location on Friday, September 23.