New Look for the Becker Acroma Brand

Sept. 9, 2011 - PRLog -- Sherwin-Williams recently unveiled the new logotype for its global brand, Becker Acroma. The new logotype is designed to reflect the movement, fluidity, strength and global nature that have made the Becker Acroma name one of the most trusted in the wood industry today.

“We wanted to be true to Becker Acroma’s brand roots while capturing its current strengths and continuing commitment to be a customized global supplier,” says Drew McCandless, President of Sherwin-Williams Product Finishes Division.

The Sherwin-Williams Product Finishes Division leads the expansion of the company’s global distribution network across six continents, while continuing R&D investments that will ensure that Becker Acroma customers have innovative and environmentally adaptive solutions today and tomorrow – locally and globally.  

“In industrial wood coatings you need to be local if you are a global enterprise. In that respect we are the same Becker Acroma, coming out and selling in the same way, even if we have a new logo,” explains Kaj Brandt, Vice President and General Manager of Sherwin-Williams Product Finishes Europe and former CEO of Becker Acroma.  

“In the factory applied finishes market, almost every coating is an individually produced, individually customized product,” adds McCandless.  “What’s unique for Sherwin-Williams, with Becker Acroma, is that we’re really the only company in the space that has the global breadth to be in markets around the world with the presence of local field technicians, local distribution support, and local blending facilities, bolstering our global focus with a local mission.“

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Sherwin-Williams Product Finishes Europe provides industrial coatings solutions to wood, metal and plastic finishers.