Bostik recently announced a new visual identity as part of a makeover of its brand positioning. The campaign, designed to streamline the company’s brand portfolio and strengthen its global visibility, is part of Bostik’s ongoing growth strategy.

The new “Smart Adhesives” tagline reportedly reflects the company’s positioning on developing intelligent and innovative adhesive solutions that are more functional and efficient. The new logo features a gecko, known for its remarkable bonding abilities that allow it to cling to almost any surface, run up polished glass and support its entire body weight with one toe. The gecko logo is intended to symbolize Bostik’s smart adhesive solutions that are flexible, efficient and adaptive.

“The new logo reflects who we are,” said Bernard Pinatel, chairman and CEO. “We are a technology leader that has been developing innovative adhesive solutions for more than a century. We know how to make smart adhesives: functional products that can do a lot more than just stick things together.”

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