Taking advantage of the proximity of its 60th anniversary (celebrated last year), Icer Brakes has decided to turn its corporate image around with a more modern logo, a new slogan and more environmentally friendly cases. In AUTOPOS we have spoken with María García Recalde, Marketing analyst of the Navarrese company, to find out more details of its new positioning.
Why have you decided to change the corporate image of the company?
In 2021, Icer Brakes turned 60 and we wanted to take advantage of this opportunity to refresh and update our corporate image. So we started a project in which we have renewed our logo, slogan, website, case design, etc. Our new image is also closely linked to our commitment to manufacturing ecological, sustainable and responsible products.
What does the new image convey?
As part of this update of our corporate image, we have renewed our logo and slogan. Without forgetting the starting point (the traditional rhombus), our new logo highlights our solid experience on the one hand and our company’s prospects for the future and growth on the other. Likewise, we have eliminated the yellow color, opting for a darker blue color, seeking to reflect solidity and seriousness, and we have modified the typography of our logo.
In line with the makeover, we have defined a new slogan, ‘Better Brakes for a Better World’, confirming our commitment to the environment and our willingness to contribute to a more responsible world.
As we have been broadcasting for some time, at Icer Brakes we want to be active players in the construction of a sustainable future and this impacts our decisions and is reflected in our actions in recent years: we manufacture products without copper or old metals, we use clean energy, we use a responsible manufacturing process, we use different recycled materials, etc.
This new image will bring with it a change in the packaging of the products…
Yes, in line with this update of our image we have also renewed the design of all our cases, which are now ecological. Our new cases are made from 100% recycled cardboard and are 100% recyclable. They are also 100% biodegradable, since the main constituent of our cases is cellulose, a biodegradable material.
In addition, our new cases considerably reduce the use of inks respect to the previous design and eliminate the satin, both polluting elements and harmful to the environment.
The new Icer cases have been specifically designed to limit the impact of their manufacture on the environment, optimizing their weight and reducing the amount of raw materials used. Furthermore, by optimizing weight and reducing the use of raw materials, It is also possible to reduce the environmental impact in the carbon footprint, derived from the transport of the materials themselves. All this, without undermining the resistance and quality of our cases, ensuring that they adequately fulfill their functionality.
Apart from the logo change, are you carrying out any internal changes or modernization in the company to support this new image?
The update of our corporate image is not only a change of logo, but has had a transversal effect throughout the company. In addition to updating our logo, slogan, packaging, website, etc., as I mentioned before, this new image is also closely linked to our commitment to manufacture ecological, sustainable and responsible products. Respect for the environment has been very present in our company for years and we have recently formally incorporated it into our corporate values.
This commitment is reflected in the actions we have been carrying out for some time, such as the manufacture of products free of copper and heavy metals, the use of renewable energy through the self-consumption photovoltaic installation at our Tudela plant, the responsible manufacturing process and with circular economy practices and the new recycled cardboard box.
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