Truth Hardware Conveys Fresh Approach with New Logo

The new logo of Truth Hardware of Owatonna, Minn., isn't just a visual update with a catchy tagline. The company says it is a critical component of Truth's integrated strategic communications program to let the door, window and skylight market know that there's a new Truth Hardware-one that has significantly changed the way it does business.

The program, which will be rolled out over the coming months, is rooted in a commitment to unleash the resourcefulness of Truth's employees and empower them to listen to what their customers really want. The result will be a more flexible and responsive approach to customer service, according to information from the company.

The program was recently unveiled to customers with a refreshed logo design and new positioning statement "better from every perspective." The new logo mark retains the strong typeface that customers recognize while incorporating a simplified graphic to better convey its products. A new signature color--a rejuvenating and refreshing shade of green--signifies the company's renewed commitment to its customers. The positioning statement anchors the logo mark and articulates the essence of Truth's new approach to customer service and product development.

"It's no longer business as usual at Truth Hardware," said Greg Wobschall, president. "We took to heart what our customers were telling us: that we make great products but they want to work more collaboratively. As a result, we have reinvigorated our employees and will be communicating the new face of Truth in everything we do, from customer service to advertising to product packaging."

In June 2006, Truth Hardware launched a new ad campaign to convey its more flexible, resourceful and responsive outlook. The campaign features a series of four ads with bold, dynamic graphics and the declaration to its customers: "You've Spoken. We've Listened. The New Truth is Here." A companion website for the ad campaign, details the changes that have taken place at Truth and features case studies with "change-making" Truth employees.

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