Evercoat’s rebranding wasn’t driven by a desire to refresh its image, but rather by the confusion that had built up within the brand. The American brand of auto body repair materials holds a strong position in the professional sector, where trust is earned over many years. The brand’s portfolio includes body fillers, resins, composite coatings, and other surface repair compounds. The company works closely with auto repair shops and auto parts manufacturers. Over time, the product line expanded, the overall brand image began to fragment, and the packaging and presentation no longer formed a cohesive whole.
Hyperquake took on the project. The studio’s task was not to reinvent Evercoat, but to bring order to a complex product category and organize the entire portfolio into a clear, scalable system. The brand is part of ITW Performance Polymers and has long operated under a virtually unchanged logo, whose design dates back to the second half of the last century. This approach still held up on old labels and in print. Still, in new marketing channels, on the website, in catalogs, and in communications with a professional audience, it already looked tired. The brand needed a more streamlined image, suitable for packaging, technical documentation, and all modern presentations.
The old logo had one strong foundation, which is why it lasted so long. The word EVERCOAT was set in a strict sans-serif font in blue, and a solid circle replaced the letter O with a diagonal white stripe. For the brand, this symbol had a direct connection to the product. It referred to the catalysis process and the ratio of filler to hardener, without which the composition does not begin to work. The logo embodied the logic of production. For this reason, Hyperquake chose not to disrupt the foundation. The overall structure of the name was preserved, the typeface retained its familiar industrial character, and the main work focused on fine-tuning.
The updated logo looks like a very precise refinement, and that is precisely where its main strength lies. The letters have become cleaner, denser, and more cohesive. Instead of the previous typeface, which was close to the old-school modernist sans-serif, the brand received a fresher font with a similar structure, without breaking with the past. The key element remains in place. The circular O is still there, but the diagonal stripe inside the circle has widened and changed angle, better integrated with the adjacent letters. The color has also been updated. The old blue has been replaced by a new shade, one that is more cohesive and clear.
The project’s main value lies not in the logo’s cosmetic changes, but in how Hyperquake structured the brand architecture and packaging system. Previously, the product range looked chaotic. Products relied on different colors, fonts, and design approaches, and the connection between them was maintained almost entirely through the logo at the top of the label. Now the system has become more compact and clearer. Blue, white, and gray tones form the foundation, while bright accents help distinguish individual products and groups within the portfolio. Pink, purple, turquoise, and other shades inherited from the old labels are used, but now they follow the overall order.
The typography has also been given a new framework. Paired with the main typeface is Transducer, a geometric sans-serif with roots in the aesthetics of 1970s electronics. Its square character shape lends product names density and strength without coming across as harsh. For a category related to auto body repair, this move proved spot-on. The typeface has a working-class feel, solid and free of cheap pretension. The entire system speaks to a professional audience through craftsmanship, technique, and experience, rather than through deliberate brutality.
The brand retains its industrial edge, its connection to craftsmanship, and the legacy of a logo long familiar to workshops across North America and other markets. But now, a sense of order has emerged around the familiar name, something the brand has long lacked. The new identity better supports the broad product line, builds greater confidence in marketing, and creates a more cohesive impression across the entire brand presentation.