The Velcro Companies Hook Up With A New Corporate Identity

By Velcro Usa Inc., PRNE
Wednesday, December 1, 2010

MANCHESTER, New Hampshire, December 2, 2010 - Building on its heritage of over 50 years as a global leader in fastening
systems, the Velcro Companies - the business behind the original VELCRO(R)
Brand hook and loop fastener - has completed an exciting revitalization of
its brand identity.

(Logo: )

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
used across international regions; these will now make way for the new
corporate identity generating true global alignment.

The new-look logo draws upon the company's remarkable heritage and the
brand's intrinsic qualities of innovation, reliability and quality. It
retains the company's familiar FLYING-V(R), now encircled in a striking red
sphere, depicting the Velcro Companies' global reach. The typeface, based
upon the original VELCRO(R) Brand trademark seen on the consumer packaging,
has been rationalized and united with the recognized FLYING-V(R), fusing the
two original corporate and consumer logos together in one succinct,
progressive symbol.

On November 1, 2010, the company assumed the new visual identity, which
will deploy across all business units, markets, channels and collateral on a
global basis throughout the course of 2010 and 2011. Beginning in January
the Velcro Companies will have one single identity worldwide.

Scott Filion, Vice President of Marketing, Velcro Americas comments:
"This is a really exciting time for the Velcro Companies. Consolidating our
worldwide activity under a single brand is the first major development in our
strategic plan to strengthen our brand and product offering throughout our

"Our strong market position, original products and dynamic approach have
all been mirrored in the revitalization of our brand. By evolving the brand
image, along with on-going development of our product offering, we hope to
achieve global synergy and highlight our continuous commitment and support of
our customers worldwide."

With endless applications, the Velcro Companies serves a wealth of
markets, including the traditional markets of Apparel and Furnishing. A
strong increase in demand also sees the Velcro Companies supplying strategic
segments such as Personal Care, Transportation, Construction, Consumer,
Medical, and Packaging & Materials Handling.

For further information, please contact Joan Lombardo, Sr. Marketing
Manager, Velcro USA Inc.,, +1-603-222-4813

Joan Lombardo, Sr. Marketing Manager, Velcro USA Inc., +1-603-222-4813, jlombard at

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