Capitalizing on Unprecedented Growth, Bend-Pak Creates a Re-energized Company
SANTA PAULA, CA - November 16, 2006. Bend-Pak, Inc., a single source provider of automotive
service equipment for over four decades announced a new branding direction for their prominent
brand of Bend-Pak and Ranger product lines. Since November 2005, Bend-Pak, has deployed a
number of changes building awareness around a new unified brand message of "Automotive
Repair Solutions? reflected in the company?s new logo.
?Bend-Pak has undergone a major transformation to become a more diverse manufacturer and
supplier while staying proactive and customer-focused. Our new logo was a confirmation of our
vision and new attitude,? said Gary Henthorn, chief executive officer. ?We are on a mission to
provide consumers and our dealers not only the right tools and equipment, but to express our
sincere desire to work together towards a common goal, and stay focused on consumer care and
commitment. The strategy adopted with our new logo was to project the significance of this
change-for-the-better to our customer base around the world.?
OLD LOGO
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NEW LOGO
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The new company logo launched in November 2005 was the most significant identity change for
the company in over 30 years. The new logo with a stylized ?BP? and BendPak spelled out in a
vibrant blue and a subtle shade of gray evokes their resolve to stay efficient, focused and
committed to achieve their goals. A simple mission statement ? Providing Automotive Service
Solutions - is displayed below.
Now, representative of this unified message, the company will be removing the hyphen from all
internal and external company correspondence, ads, brochures and other collateral branding
materials to better associate the company spelling to the new logo. Both the ?B? and ?P?
capitalized, all other letters lowercase.
"BendPak, now without the hyphen, has changed and continues to evolve - exploring new
markets, expanded geographies, and more comprehensive offerings. Faced with the challenge to
creatively articulate and visualize our new market position, BendPak has proven to be a smart
supplier," said Don Henthorn, company president. "Our analytical processes and methodology is
creative and deliberate, resulting in brand solutions that far exceeded expectations. BendPak has
essentially transformed the way business in this industry is done making us more consistent and
effective which allows us greater flexibility to explore new opportunities and to win new business.
We are proud and energized by these new directions and look forward to our
promising evolution."
BendPak, Ranger Products and BendPak / Ranger related marks are trademarks and/or
registered trademarks of BendPak Inc. Contact: Robert Wilson, BendPak / Ranger.,
rwilson@bendpak.com, 1-805-933-9970
General press inquiries: info@bendpak.com
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