Saint-Gobain Technical Fabrics (SGTF) specialises in fibreglass applications in the building industry. It offers a range of products for industry and the general public. SGTF is the result of the merger of several European and American companies (Vertex, Vetrotex, Saint-Gobain), its but its name does not live up to its reputation. The company is certainly successful, but it could be more agile.
The new identity needs to be masculine, dynamic and far-reaching, yet short and easy to pronounce internationally.
Made up of the two roots add and force, Adfors, a positive and international name, literally translates as ‘Adding strength to construction’ and thus evokes the brand’s objectives and values.
Its logo expresses leadership and uprightness through a typography that is both statutory and technological, dynamism through colour, and the profession (research, innovation, listening) through the overhanging symbol.
