Cloyes Gear and Products has unveiled a new global branding strategy, logo and a new website.
Based on insightful feedback from customers and important market intelligence, the company has redesigned all three elements to reflect the almost 100-years of company history, the quality of its automotive timing products and the Cloyes’ commitment to supporting its customers and the automotive aftermarket.
“The global landscape in our product category is incredibly competitive,” says Brian Wheeler, Vice President of Business Development and Marketing for Cloyes. “Following months of competitive analyses and market research, we’re excited to launch a new global branding strategy and logo to support our brand growth worldwide. We’ve leveraged the history and value of the Cloyes brand to elevate our branding strategy and communicate the effectiveness and quality of our automotive product line.”
According to the company, its new logo and brand materials are aligned with its heritage while simultaneously representing its current technology as well as its modern aesthetic. The fresh brand strategy has been redesigned in a way that customer interactions with the company’s messaging and materials match with the quality of Cloyes family of products.
Besides a custom parts lookup tool and an online catalogue, the company’s new website also contains an easy-to-use year-make-model part finder and vehicle identification number (VIN) lookup technology. With each search result, the user gets direct access to links to all applicable assets, including installation tips, technical resources, and videos. According to the company, the custom designed site is mobile-friendly and has been designed with a modern bold aesthetic. The design aims at providing an intuitive experience to users on both the desktop as well as any device on the go.
“Automotive professionals and consumers continue to rely on the internet more and more to research quality parts and find application-specific replacement parts,” says John Bohenick, Chief Executive Officer for Cloyes. “With our new website, our main goal was to help users find parts more efficiently. With the technology we’ve designed, for both OE replacement and high-performance timing products, we’ve achieved that goal.”