Axalta Coating Systems announced a new visual identity for its iconic Imron® brand of polyurethane coatings, a portfolio of premium quality products for original equipment manufacturers (OEMs) and, in selected markets, for the aftermarket repair of commercial vehicles.

For decades, Imron polyurethane enamel has been the number one finish of choice for leading heavy-duty truck, bus, and rail manufacturers. Imron boasts excellent durability, outstanding graffiti-resistant performance on topcoats and clears, reliable corrosion protection, and excellent resistance to chemicals and weathering, as well as shock and impact. These qualities make Imron one of the most widely approved coatings among commercial vehicle manufacturers.

“I am excited to launch the new global branding for one of the most recognized commercial paint brands in the industry,” said Joseph Wood, Vice President for Commercial Vehicle Coatings at Axalta. “The new look and feel represents the superior qualities of Imron. Plus, this year as we celebrate Axalta’s 150th anniversary in the coatings industry, Imron will carry a new identity that we’re confident will continue to inspire the trust that our customers have placed in the brand for so many years."

The new logo for Imron incorporates three elements - a diamond, a road, and a shield – which when combined reflect the attributes that customers have come to value in the Imron name. The diamond represents Imron’s durability and toughness. The road conveys the tough environments where Imron is used. The shield conveys Imron’s promise to protect vehicles against the elements.

“For five decades Imron has delivered beautiful finishes to commercial vehicle manufacturers and owners,” added Vanessa Navarro, Global Marketing Manager at Axalta. “The new, bold logo will help our customers identify the Imron brand around the globe and recognize it as the symbol of a superior quality finish for their vehicles.”