All New Look for General Brand

(Akron/Tire Review) The General Tire brand is alive and well, and even has an all-new look. Continental Tire North America unveiled a new logo and logomark for the General brand, its first such revision in the nearly 20 years that Continental has owned the brand.

The new look was unveiled earlier this week at CTNA’s annual Gold Select Dealer Meeting, held in San Antonio. The new look received an enthusiastic response from the nearly 200 dealers in attendance.

The logo features the words “General Tire” in a strong, modern type style. The large “G” is gone, replaced by a shield with the stylized letters “GT” in the middle.

The new look was selected after a series of consumer focus groups across the country, according to Andreas Gerstenberger, CTNA’s executive vice president of sales and marketing.

The logo also brings a new color scheme – a maroon, white and silver-gray combination – to replace the General brands venerable red/white look.

The logo will be integrated in all company materials, including POP, advertising, marketing, signage and wearables.