Stone World

New branding initiatives from Aqua Mix

April 1, 2005
CORONA, CA -- Aqua Mix, an industry leader in delivering innovative, water-based products for stone, tile, masonry, grout and other architectural surfaces, announced the introduction of a new company logo and tagline as part of a strategic commitment to position the company for the future. The new logo, which is part of a new corporate image campaign and company positioning strategy, is designed to convey Aqua Mix as a vibrant and growing company that succeeds by putting people first, and serves to represent the Aqua Mix heritage of safer, user-friendly, water-based products.

The sleek, new design offers a variation on the Aqua Mix “wave” element, which emphasizes its water-based product legacy. The color blue is used to represent Aqua Mix's depth, stability and integrity in the industry.

The new tagline, “Smarter Products. Professional Results.” was chosen based on extensive research and analysis with Aqua Mix's target customers of contractors, fabricators, applicators, distributors, architects and homeowners. The new tagline offers a balance between Aqua Mix's heritage of working with the professional end-users of the products as well as the do-it-yourself homeowners.

“We have built a 25-year tradition of leading the care and maintenance industry with cutting edge product innovation,” said Rick Baldini, president of Aqua Mix. “We are constantly updating our products, increasing our knowledge and strengthening our customer service so that we remain positioned for success throughout the next 25 years.” “This change is the first visual step in our new branding initiative,” said Mindy Liron, marketing director of Aqua Mix. “We feel that the new design brings together and solidifies our brand's attributes that make Aqua Mix a great company. The new design emphasizes that Aqua Mix is a company that is in constant forward motion, is success driven, and remains, as always, our customer's best supplier and the consumer's preferred brand.”