Nitrex unveils new brand identity to reflect new direction


Nitrex, a Novacap portfolio company and the leading global provider of fully integrated heat-treating solutions and technologies, unveiled a new corporate brand identity. This change comes at a time when the company is forging new paths, retooling its product portfolio to align even more closely with customer needs and preferences, and seeking to present a more consistent look and feel across all brands.

“In our 35-year history, Nitrex has evolved from a small family-run business operating in Canada to a global company with an extensive portfolio serving the whole heat-treatment industry,” said Nitrex CEO Jean-Francois Cloutier.

“Our portfolio is built on proven science and technology to enhance material strength and optimize performance. The new brand identity we are sharing with you,” he continued, “reflects our evolution as a market leader poised for the future, while reaffirming our tradition of innovation, reliability, and quality as well as our customer-focused culture. The new unifying logo will represent the company as a whole, with all its business units. The modern, abstract design of the company’s iconic red, yellow, and orange “N” symbol is now rendered as two monochromatic pillars, indicating that Nitrex rests on a solid foundation of science and technology. The pillars stand side by side and stretch out crosswise, evoking the centrality of heat treating as a mission-critical process in manufacturing,” said Cloutier.

The new symbol will be adopted by all the Nitrex business units. The symbol also plays a functional role as the letter “N” in the Nitrex wordmark used by all business units. For now, the names of the legal entities will not change, so customers, suppliers, and stakeholders can continue to use the existing names and addresses in all official communication. The new wordmark for United Process Controls leverages its well-known trade name, the UPC initials, in combination with the company’s best-known brand asset, Marathon Monitors, to form UPC-Marathon.

Also worth noting is the incorporation of the “N” symbol as the final letterform in the new UPC- Marathon wordmark.

“The UPC-Marathon logo may be new and different, but it still speaks to our history and makes the link with the essence of our recognized brand. Operationally, nothing has changed: Our mission is to be the best brand in process controls and automation worldwide. The new logo is a true reflection of our past and our future,” said Eric Jossart, VP global sales. “The rebranding unifies our group, while confirming our unique position in the market,” said Oliver Caurette, president, United Process Controls.

G-M Enterprises has also traded its metallic graphic for a sleek single-color wordmark using the same typeface as the other logos, with the addition of the tagline A Nitrex Company. “The new logo clearly defines the integration of G-M into Nitrex. As the newest addition to the Nitrex Turnkey Systems portfolio, G-M expands our offering in this category by bringing a new line of innovative vacuum heat-treatment systems to our customers,” said Iwo Korwin, president of NTS.

The new tagline is ‘Mastering strength. Worldwide.’

“The new tagline charts a bold course for Nitrex. It underscores our commitment to science and technology. By harnessing the latest advances, we will be able to reinvent the methods of strengthening metals and applications, to the greater benefit of our customers. This marks the beginning of a new chapter for Nitrex and its affiliated companies, and we’re very excited to finally share it with you. Soon you will see the new logos on all our products and packaging, social media platforms, brochures, stationery and tradeshow booths as well as in our email signatures, and much else. Also, on the horizon is a redesigned website with simplified messaging and a seamless visitor experience. The site will showcase the full suite of solutions, including turnkey heat-treating systems, heat-treating services, and control and automation solutions,” said Cloutier.