Airtex revamps brand image

New strapline, product packaging and marketing materials

Airtex revamps brand image

One of the world’s largest automotive pump manufacturers, Airtex, has revealed its new brand identity and with it, its new strapline – ‘The Power In Pumps’.

As part of a larger brand awareness campaign in the UK and European aftermarket, Airtex is overhauling its image, with a new strapline, product packaging and marketing materials, which will make the brand instantly recognisable to motor factors, workshops and technicians.

The iconic red Airtex logo has been maintained but is now supported by bold, industrial imagery, darker colours and the introduction of linear flow lines as part of company graphics that adapt and change across different media, represent flowing water and fuel.

An original equipment (OE) manufacturer, the Airtex range encompasses fuel pumps, water pumps and water pump kits, which include an OE belt, manufactured in Italy by a recognised OE supplier.

A range of new icons will highlight this OE pedigree as well as focus on Airtex’s unrivalled three year warranty, “Made In EU” product, and unique Airtex patented designs.

Group brand and marketing manager for Europe, Sam Robinson, said: “We’re thrilled to reveal our new look to the industry. Airtex has been a leader in water and fuel pump manufacturing and development for more than 85 years.

“It’s crucial that our branding identifies us as exactly who we are – modern and forward thinking, but with a long history and decades of combined experience in our research and engineering teams to draw on.

“We believe this brand refresh does exactly that, giving us an eye-catching identity for Airtex that more and more technicians are already beginning to recognise and trust.”

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