Calorex has evolved over the years, but since its acquisition by Procuritas Capital Investors V in January 2016, which saw Calorex become part of the Dantherm Group with Dantherm A/S and then later Master and Aerial, a need to refresh the logo became more apparent. The Calorex logo has not changed in approximately 40 years and this news marks the most dramatic change in visual identity since the company launched.
The new symbol, which is to represent energy flow, will be present on all products and will give a more distinguished look in the UK and across the world.
“Our new logo will better communicate what Calorex stands for today and into the future,” said Anne Guerrero, marketing manager at Calorex. “Recent changes within our organisation have expanded Calorex’s capabilities and reach, and there was a need to see our identity upgraded to reflect those changes. The new logo represents a forward-thinking organisation that keeps us on par with our competitors and projects a stronger brand image.”
Torben Duer, Dantherm Group chief executive, said: “The new Calorex logo is part of the ongoing Dantherm Group branding that will help establish our plans and vision for the whole organisation going forward. The Calorex brand is instantly recognisable, but after 40 years it was now time for that to embody the company we will become in the future.”
The new logo is already visible on all digital channels and will become a permanent feature on all Calorex products over the next few months.