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Rockwool unveils new brand identity to be adopted throughout North America

April 4, 2017 - Rockwool, a producer of stone wool insulation, has introduced a new symbol and purpose statement that will be adopted by its subsidiary brands in North America.

April 4, 2017  By  Renée Francoeur

Brands under the Rockwool umbrella in North America include Roxul, offering insulation solutions for building and industrial applications; Grodan, a provider of sustainable substrate solutions for professional growers; and Rockfon, provider of acoustic stone wool and metal ceiling solutions and suspension systems.  

Reflecting their synergy, Roxul, Grodan and Rockfon will collectively adopt the new Rockwool symbol—a graphic representation of a volcano that “demonstrates to stakeholders and customers how Rockwool brands use the natural power of volcanic stone to enrich and transform modern living”.  

The symbol will be complemented by a revamped purpose statement: “release the natural power of stone to enrich modern living”.

 “We want our customers to see us as more than manufacturers,” says John Medio, managing director, Rockfon, North America. “Our brand refresh and new purpose statement places greater emphasis on why our products exist—to provide solutions that not only change our world for the better, but that also improve daily living for people everywhere.”

“The updated brand identity marks an important evolution in the way we talk about our company, conveying a consistent vision and shared heritage across our diverse product portfolio’s full range,” adds Mirella Vitale, Rockwool senior vice-president, Communications, & Public Affairs.

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