Firestone unveils new brand indentity

Firestone Building Products is adopting the Holcim name and brand identity, becoming the Holcim Building Envelope division of its Solutions & Products Business Unit.

Firestone’s brand has become Elevate, symbolising Holcim’s continued commitment to deliver superior quality and innovation with advanced building solutions. Holcim’s range of building envelope solutions includes wall, lining and waterproofing systems for commercial and residential applications. It unites some of the most trusted and high-quality brands in its sector including Gaco, GenFlex and Malarkey Roofing Products, as well as Elevate, the new brand name for Firestone roofing systems.

“Over the past 40 years, Firestone has built a reputation as a leader and innovator in the commercial roofing sector. And now we are making it official; we are uniting Firestone Building Products’ iconic legacy with Holcim’s future focus on accelerating green growth,” said Jamie Gentoso, global head, Solutions & Products for Holcim. As we open this new chapter of growth with star brands from Elevate to Malarkey, I am committed to contributing to our customers’ success with a rigorous focus on advanced solutions, superior quality and innovation.”

Under the new Elevate brand, the people, products and standards trusted in the industry will remain the same. Sales Representatives and distribution networks will continue to provide the same customer service and product support. Customers will see Elevate evolve as the brand name on products like RubberCover, RubberGutter, PondGard, PondEasy, GeoGard and Geosmart, RubberGard EPDM and UltraPly TPO, all of which will remain in the market. Plus, the high-quality solutions, network of licensed applicators and warranties will remain unchanged.

Firestone Building Products is becoming the Holcim Building Envelope division within its Solutions & Products Business Unit. It unites a portfolio of brands that provide solutions for commercial and residential customers around the world.

“Together, Holcim and Elevate are committed to growing to new heights with our customers and partners,” continued Gentoso. “We look forward to building our new future together!”