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Bostik launches new brand positioning



Published November 19, 2013
Adhesive specialist Bostik has unveiled a new visual identity today as part of an extensive makeover of its brand positioning. The campaign, designed to streamline the company’s brand portfolio and strengthen its global visibility, is part of Bostik's ongoing growth strategy.

The tagline, Smart Adhesives, reflects the company’s positioning on developing adhesive solutions that are more functional and efficient. The logo features a gecko, renowned for its remarkable bonding abilities that allow it to cling to almost any surface, run up polished glass and support its entire body weight with a single toe. The gecko logo symbolizes Bostik’s smart adhesive solutions that are flexible, efficient and adaptive.

“The new logo reflects who we are,” says Bernard Pinatel, Bostik’s chairman and CEO. “We are a technology leader that has been developing innovative adhesive solutions for more than a century. We know how to make smart adhesives: functional products that can do a lot more than just stick things together.

“The Bostik name will become synonymous with smart adhesives,” says Pinatel. “We apply innovative adhesive technology to address pressing economic, ecological and demographic issues, and our advances in material science will contribute to a more sustainable world.”