Firestone Building Products Unveils New Brand Identity
Firestone Building Products is proud to announce that it is adopting the Holcim name and brand identity, becoming the Holcim Building Envelope division of its Solutions & Products Business Unit. Firestone’s iconic brand, a recognized industry leader in roofing, wall and lining systems, becomes Elevate™, symbolizing Holcim’s continued commitment to deliver superior quality and innovation with advanced building solutions. Holcim’s range of building envelope solutions includes wall, lining and waterproofing systems for commercial and residential applications. It unites some of the most trusted and high-quality brands in its sector including Gaco, GenFlex and Malarkey Roofing Products, as well as Elevate, the new brand name for Firestone roofing systems.
“Over the past 40 years, Firestone has built a reputation as a leader and innovator in the commercial roofing sector. And now we are making it official; we are uniting Firestone Building Products’ iconic legacy with Holcim’s future focus on accelerating green growth,” said Jamie Gentoso, global head, Solutions & Products for Holcim. As we open this new chapter of growth with star brands from Elevate to Malarkey, I am committed to contributing to our customers’ success with a rigorous focus on advanced solutions, superior quality and innovation.”