Atlas Roofing Corporation Launches New Brand to Commemorate the Company’s 40th Anniversary
Atlas unveils a new corporate identity to coincide with its 40th anniversary in order to better reflect the company’s employees, passion, and purpose.
Atlas Roofing Corporation announced a new brand identity today to better express its passion and commitment to developing solutions with a purpose.
The rebrand, which includes a new logo, corporate tagline, mission, vision, and value statements, connects the company’s four divisions as it works to meet the needs of its customers through the accessibility of its people and products.
Atlas created a new identity to commemorate the company’s 40th anniversary, which will be commemorated throughout 2022.
“Over the last four decades, Atlas has grown from a single manufacturing facility in 1982 to 36 facilities in North America with worldwide product distribution.”
“This exceptional growth is due to the hard work and dedication of our employees and the ongoing support of our customers,” Ken Farrish, President, Atlas Roofing Corporation said.
“We are constantly evolving to be responsive, problem-solving, trustworthy partners, putting our passion into our products and relationships.”
“Our new branding highlights our objectives for the company’s future while reflecting on the strong history that has made us who we are today.”
“As we celebrate 40 years of Atlas, we are excited about the opportunities that are ahead.”
New Mission, Vision, and Values with an Emphasis on the Atlas Culture
The Atlas marketing team conducted extensive interviews with employees and customers to establish an authentic brand that resonates with customers and unites all divisions – including Atlas Roof and Wall Insulation, Atlas Shingles and Underlayment, Atlas Molded Products, and Atlas WebTech.
The Atlas team uncovered several common threads across all divisions through these interviews, which helped design the new messaging and visual identity to better express the essence of the Atlas culture and the people it serves.
The following are new elements of the Atlas message evolution:
Mission: To deliver leading products and solutions that enrich the lives of those we touch by nurturing a culture of agility, teamwork, and accessibility that attracts the most talented people in our industry.
Vision: To empower our people to create solutions and products with a purpose.
Accessibility – As a customer-oriented provider, everything we do revolves around our customers. We are responsive, easy to contact and easy to work with. When our customers need us, we strive to be there for them.
Talent – We are committed to attracting, developing, and retaining exceptional people in a safe, diverse, and forward-looking work environment that rewards performance and empowers all employees. We leverage the expertise of our team to advance our customers’ goals.
Leadership – We strive to be a leader in all aspects of our business, including management, manufacturing quality, product support and financial performance. Leadership is at the core of creating opportunities for our business and for our customers.
Agility – Our dynamic team of industry professionals offers highly responsive service and support throughout the life-cycle of our products. Our ability to anticipate and adapt to a changing marketplace helps keep our organization strong while helping our customers succeed.
Solutions – We do not merely provide products. Our people continually go beyond the expected to provide a total solutions package for every project. This innovative thinking is what makes us different: if what we manufacture doesn’t work for our clients, we’ll figure out what does.
The company has created a new tagline to highlight its brand commitment: Products with Purpose. People who are passionate.
Atlas also established a new corporate website, www.atlas-arc.com, to match with the rebrand.
The website provides thorough overviews of all four divisions, its products and significant activities, industry leadership, and business information, including job possibilities.
Unveiling of a New Modern Logo
A new logo was created as a visible emblem of the organization to support its enlarged objective.
Only three logos have been created in Atlas’s history, each highlighting the company’s growth and advancement.
The new logo expands on Atlas’s well-known globe and corporate name with a clean, modern font that symbolizes the organization’s continued progress.
As a tribute to its history and original 1982 visual identity, the globe on the logo wraps around the company name.
“Customers want to feel like the company they are working with is current and modern, and employees want to advocate for brands they believe in,” says Jeff Key, Director of Marketing for Atlas Roofing Corporation.
“Our new, refreshed, and updated logo shows that Atlas is evolving and changing with the needs of our customers while acknowledging and being proud of our past.”
“We recognize that the success of our customers encompasses our success, and we will continue to deliver the quality, innovation, and responsive service they have come to know over the last 40 years.”
Throughout the 2022 calendar year, the new brand identity will be visible across all internal and external touchpoints of the company, including the website, social platforms, goods, packaging, and marketing materials.
Atlas will also hold anniversary festivities at all of its manufacturing plants in the coming months, including the corporate headquarters in Atlanta and Meridian, Mississippi, where it all started.
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