The Boral Group is one of the most recognised brands in Australia and increasingly becoming a global brand with its various acquisition and joint ventures – with Blue Circle Southern Cement, Midland Brick, US Tile and Monierlifetile. The ‘One Boral’ strategic rebranding exercise brings the three main businesses of cement, bricks and roofing, under one simple but clear entity for the first time.
Part of the branding change has led to a new look for Boral’s fleet of heavy duty vehicles which has started to appear on roads and worksites around Australia and includes the release of up to 200 new and updated trucks by 2013.
Glenn Simpkin, Boral Group Divisional Marketing Manager, said “After more than 60 years of operation, and a long period with the same branding, it was time to revamp our most visible icons. The essence of the classic Boral logo is still there, with the addition of contemporary design variations which show off the extensive range of building and construction materials that we offer.”
Featured across truck and dog vehicles and curtain sided trucks, the new fleet branding includes imagery and the ‘BORAL’ logotype to create a clean and uniform look when matched with the well-known green and yellow Boral block logo.
Glenn worked closely with Steve Mannix and the 3M team based in Pymble to select and test the best materials for both the visual aspects of the branding but also the arduous day to day nature of the truck activity. The final specification required the use of - 3M™ Controltac™ Graphic Film series 180 with 3M™ 8519 matte protective laminate and 3M™ 2700 series UV inks. The digital inkjet printing of the material and the complete installation on the truck sides was awarded to Australian, 3M Matched Component System™ (MCS™) Converter, The Fleetmark Group, and is backed by a 7 year 3M MCS™ Warranty, which is about the lifetime of the most common vehicle. This has meant that the majority of the 300 plus fleet would only need to be branded the once!
Boral realised that the size and reach of their fleet provided them with the most cost effective method to get their new branding out into the marketplace, highlighting the diversity of the Boral businesses.
“Our customers will notice some other differences in the way we are communicating, including a refreshed website and brochure materials, all the way through to site signage,” added Simpkin. “Aside from the aesthetic changes, the rebranding initiative will make it easier to identify solutions for projects and access information more efficiently. It’s an exciting new era for Boral.”