Velcro hook and loop fasteners revitalize its brand identity

Building on its heritage of over 50 years as a global leader in fastening systems, the Velcro Companies - the business behind the original VELCRO Brand hook and loop fastener - has completed an exciting revitalisation of its brand identity.

The fresh, modernised branding includes a revamped logo design, which draws upon elements of the company's original logo, used for half a century. The revived brand will be consistent across all marketing communications, including packaging, brochures, corporate literature and printed collateral to be enhanced with the new-look throughout 2011.

Having reached the 50 year landmark, and in a move to facilitate global consistency, the decision was made to refresh the brand and introduce one, individual logo to be used across both consumer and business-to-business units globally. Prior to the rebrand several variations of the brand were utilised across international regions; these will now make way for the new corporate identity generating true global alignment.