Axalta Coating Systems has announced a new visual identity for its Imron brand of polyurethane coatings for commercial vehicles. The new visual identity will primarily consist of a new logo, seen right, and a new brand identity.

“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.”