TMD friction overhauls Mintex brand

TMD Friction given its Mintex brand a facelift including a global roll out of new brand identity, packaging and advertising.

According to the company, the strapline ‘Braking With Tradition’ plays on words to reflect the company’s commitment to safer braking whilst alluding to a programme of continuous product development that safely stops the cars of millions of families across the world.

Visually, the brand retains its strong red and white colour-ways but actually reverts to a type-face which is far truer to its early 20th century origins. The clean, strong and true vertical block type reinforces the brand values of Mintex.

Pascal Langer, marketing director Independent Aftermarket at TMD Friction, said: “We see this exciting change to our branding as an important statement to our partners in the automotive industry as well as to the motorists who entrust us with their safety on a daily basis. We’ve worked hard to make sure the well-loved Mintex branding is still immediately recognisable, whilst incorporating new facets that show we are an organisation that continually strives to pioneer new technologies and challenge perceptions, to make brakes that can be depended upon to deliver in 2013 and beyond. We see the new branding as a perfect blend of traditional values with contemporary design to underline our commitment to raising the bar for safer motoring experiences.“

The new logo and strapline will feature consistently across packaging, advertising and all marketing communication devices. The new packaging will be adopted immediately for brake pads and also includes QR codes.