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PPG Sunsets a Veteran Brand

Tuesday, February 3, 2015

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The world’s No. 1 coatings company has announced a shift in its oldest architectural brand identity.

PPG Industries Inc. has launched a new PPG Pittsburgh Paints brand, which combines its existing PPG Pittsburgh Paints brand and Devoe Paint under one name.

Devoe Paint is recognized as the first American paint brand, with origins dating to 1754.

PPG Pittsburgh Paints
PPG Pittsburgh Paints

The new PPG Pittsburgh Paints will be exclusively available at U.S.-based independent retailers.

The new paint brand will be exclusively available at U.S.-based independent retailers and will no longer be sold at PPG Paints company-owned stores.

The Pittsburgh, PA-based company announced the new brand Thursday (Jan. 29).

Uniting Brands

“Uniting the strong equities of the PPG Pittsburgh Paints brand and Devoe Paint into this completely redesigned brand offers a powerful option to dealers who want to support a brand that will be exclusive to the dealer market,” said Dori Marks, senior marketing manager, PPG Architectural Coatings.

“This launch demonstrates our commitment to the independent dealer network, which PPG has supported for more than 100 years, by offering a new level of exclusivity they can offer to the paint professionals and homeowners they serve.”

The new brand is backed by more than 300 combined years of paint expertise and will incorporate the most popular Devoe Paint sub-brands, such as Wonder-Tones, Weather King and Wonder-Pro, according to PPG.

Upgrades Planned

A few products carrying the new PPG Pittsburgh Paints label, including Regency, Wonder Pure and Kilstain Primer, will receive formula upgrades for improved product performance, PPG noted.

Original PPG Pittsburgh Paints sub-brands such as Manor Hall, Timeless and Sun Proof will now be sold under the PPG Paints brand and will be available at PPG Paints company-owned stores and independent dealers, the company said.

Founded in 1883, PPG Industries operates in nearly 70 countries around the world. Its Architectural Coatings business produces paints, stains and specialty coatings and products for residential and commercial customers.

Editor's Note: This post was updated at 12:15 p.m. ET Feb. 6, 2015, with a new headline. The brand change discussed refers exclusively to PPG's architectural brand, Devoe Paint. Devoe High Performance Coatings, a brand of protective coatings produced and distributed by International Paint (an AkzoNobel company), is not affected by the change. Durability+Design News regrets the confusion.


Tagged categories: Business matters; Coatings manufacturers; Coatings Technology; Devoe; Formulating; Marketing; North America; PPG

Comment from john lienert, (2/3/2015, 8:30 AM)

Devopit.....Pittivoe......Pide....Pittide.....Depi....Deburgh ??? Devburg.......

Comment from Jeffrey McIntyre, (2/3/2015, 10:35 AM)

The world’s No. 1 coatings company has announced a shift in its oldest architectural brand identity.... Devoe Paint + PPG Pittsburg Paints = (the new) PPG Pittsburg Paints Looks like 0+1=1.

Comment from Keith Hilmer, (2/3/2015, 8:53 PM)

Where do I get Devoe products?

Comment from David Zuskin, (2/4/2015, 5:28 AM)

Keith, International Paint Company

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