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Gibraltar Industries is getting a new look to go with its new name.

The Hamburg steel products manufacturer's shareholders gave their approval Tuesday to the company's new name, shedding the Gibraltar Steel Corp. name that company officials said no longer reflected the firm's push into the building products business.

At the same time, the company is unveiling a new logo today that gives a more modern look to the logo while retaining the Rock of Gibraltar theme that has long been the center of the firm's graphics.

"We've evolved the look of the company," said Kenneth Houseknecht, a Gibraltar spokesman. "In tandem with the name change, we felt it was time to update the look of the company graphically."

Gibraltar executives wanted to give the company a name that distanced itself from its original roots as a steel processor and reflected the company's growth into more of a products manufacturer within the metals industry.

When Gibraltar went public in 1993 it was primarily a steel processor, with nine facilities in four states that got nearly 60 percent of its sales from automakers and just 14 percent of its revenues from manufactured products.

Today, the company has 75 facilities in 26 states, plus Canada and Mexico, and has built a construction products business that contributes more than half of the firm's total revenues, while steel processing accounts for 35 percent. About 56 percent of the company's sales now are from manufactured products.

At the same time, Gibraltar executives, who worked with Travers Collins & Co. on the rebranding, did not want to lose the name recognition and positive image that they feel the Gibraltar name carries. Todd Martin of the Martin Group in Buffalo designed the new logo.

"There's a lot of goodwill in the Gibraltar name," Houseknecht said. "I'd call it an evolution, rather than a revolution."


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