Atlas unveils a new corporate identity to commemorate its 40th anniversary, with the goal of better reflecting the company’s employees, passion, and purpose.
Atlas Roofing Corporation today unveiled a new brand identity to better express its passion and commitment to developing solutions with a purpose.
The makeover, which includes a new logo, corporate tagline, mission, vision, and value statements, unites the company’s four divisions as it tries to meet the requirements of its consumers by making its people and products more accessible.
Atlas designed a new logo to commemorate the company’s 40th anniversary, which will be celebrated throughout 2022.
“Atlas has grown from a single manufacturing facility in 1982 to 36 facilities in North America with global product distribution over the last four decades.”
“This extraordinary growth is due to the hard work and dedication of our staff and the continuous support of our clients,” Ken Farrish, President, Atlas Roofing Corporation remarked.
“We are constantly evolving to be responsive, problem-solving, and trustworthy partners, putting our heart and soul into our products and relationships.”
“Our new branding emphasizes our goals for the company’s future while reflecting on the rich history that has shaped us into who we are today.”
“As we celebrate Atlas’ 40th anniversary, we are excited about the opportunities that lie ahead.”
New Mission, Vision, and Values with a Focus on Atlas Culture
Atlas’ marketing team conducted extensive interviews with employees and customers in order to create 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.
Through these interviews, the Atlas team discovered several common threads across all divisions, which aided in the design of the new messaging and visual identity to better express the essence of the Atlas culture and the people it serves.
The following are new Atlas message evolution elements:
Mission: To provide cutting-edge products and solutions that improve the lives of those we touch by cultivating an environment of agility, teamwork, and accessibility that attracts the most brilliant people in our sector.
Vision: To enable our people to develop solutions and products with a purpose. Values:
Accessibility – Everything we do as a customer-oriented service focuses on our customers. We are responsive, easy to reach, and simple to work with. When our consumers require our assistance, we make every effort to be there for them.
Talent – We are dedicated to attracting, developing, and retaining exceptional people in a safe, diverse, and forward-thinking work environment that recognizes and empowers all employees. We use our team’s knowledge to help our customers achieve their objectives.
Leadership – We seek to be a leader in all elements of our organization, including management, production quality, product support, and financial success. Leadership is central to creating opportunities for our company and our customers.
Agility – Throughout the life-cycle of our products, our dynamic team of industry professionals provides highly responsive service and support. Our capacity to foresee and adapt to changing market conditions helps to maintain our company healthy while also assisting our customers in succeeding.
Solutions – We don’t just sell stuff. Our experts consistently go above and above to give a whole solution package for every job. This creative thinking is what distinguishes us: if what we manufacture doesn’t work for our customers, we’ll figure out what does.
To emphasize its brand devotion, the firm has produced a new tagline: Products that serve a purpose. People who are passionate.
Atlas also launched a new company website, www.atlas-arc.com, to complement the rebranding.
The website offers comprehensive overviews of all four divisions, their products and important operations, industry leadership, and business information, including career opportunities.
Unveiling of a New Modern Logo To reflect the organization’s expanded goal, a new logo was produced as a conspicuous emblem.
In Atlas’s history, only three logos have been created, each emphasizing the company’s growth and advancement.
Atlas’s well-known globe and corporate name are expanded upon in the new logo, which features a clean, modern font that represents the organization’s ongoing progress.
The globe on the logo wraps around the firm name as a nod to its history and original 1982 graphic design.
“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, Atlas Roofing Corporation’s Director of Marketing.
“Our new, refreshed, and updated logo demonstrates that Atlas is evolving and changing to meet the needs of our customers while acknowledging and celebrating our past.”
“We recognize that our customers’ success is our success, and we will continue to provide the quality, innovation, and responsive service that they have come to expect over the last 40 years.”
The new brand identity will be evident across all internal and external touchpoints of the company during the 2022 calendar year, including the website, social platforms, commodities, packaging, and marketing materials.
Atlas will also celebrate its anniversary at all of its manufacturing plants in the coming months, including the corporate headquarters in Atlanta and Meridian, Mississippi, where it all began.
