Coating + zinc = Coatinc. Meet The Coatinc Company!

www.coatinc.com
The new brand for surface finishing in Europe
The Coatinc Company, 01/07/2013
Coating + zinc = Coatinc.
Meet The Coatinc Company!
Siegener Verzinkerei Holding (SVH) has a new brand name: The Coatinc Company. And
not without reason: following the successful expansion of the 33.3% share in NedCoat
Group B.V., the Dutch market leader for hot-dip galvanising, to 100% with effect from
01/01/2011, the company didn’t want to leave anything to chance. “A new brand name
had to be found that, on the one hand, represented a dynamic, ambitious, mediumsized
company on a growth trajectory and in a changing world, and, on the other hand,
was equal to the challenge of fusing two different cultures and galvanising them into
one of the leading companies for surface finishing in Europe”, says Paul Niederstein,
Managing Director of the re-named “The Coatinc Company Holding GmbH”, headquartered
in Siegen, western Germany and of “The Coatinc Company Holding B.V.”,
headquartered in Alblasserdam, western Netherlands. The main element (“Coatinc”)
of the new brand name, “The Coatinc Company”, is a made-up word. It does not mean
anything in German or English and is made up of the English words “coating” and
“zinc”, thus highlighting the company’s quest for perfect protection against corrosion
– including with a colour “coating” and with a “zinc” base.
The Coatinc Company operates 18 100 % subsidiaries and has 10 shareholdings at
other locations all over Europe which offer small and big-sized customers all hot-dip
galvanizing processes (normal- and high-temperature galvanizing and centrifuge galvanizing),
duplex, powder and wet coating as well as further coating technologies (anodizing,
passivation and zinc flake coating). As a flexible and proficient system provider,
The Coatinc Company furthermore supplies one-stop solutions, i.e. qualified technical
consultancy, secondary operations, storage, (international) transport and logistical
solutions as well as valuable quality, time and cost advantages.
Back in January 2012, SVH hired the Cologne-based full-service advertising agency
Team CCAA, which had already developed the “Zink different” brand for the Siegenbased
company in 2010. “The management and shareholders were won over by both
the agency’s strategic analysis and its unconventional approach in the presentation
of the new brand“, emphasizes Niederstein. “On the one hand, we wanted something
modern that reflected the zeitgeist, and, on the other hand, something that built on
the brand’s former appearance”, says Stefan Müller, Brand Adviser at the Team CCAA
advertising agency. “For this reason, we adopted the visual language of the “Zink
different” logo in every respect – and added a little extra colour! Following a corporate
identity analysis of the competition, it became clear that most of them featured
rather plain blue/silver combinations.“ “The Coatinc Company” perfectly and succinctly
The Coatinc Company Holding GmbH The Coatinc Company Holding GmbH
Headquarters
Petra Böhmer, PR
Carolinenglückstraße 6 - 10 • 44793 Bochum, Germany Steinstraße 5 • 57072 Siegen, Germany
Telephone: +49 234 52905-25 • Fax : +49 234 52905-15 Telephone: +49 271 43478 • Fax: +49 271 46869
www.coatinc.com | holding-de@coatinc.com
www.coatinc.com | p.boehmer@coatinc.com
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www.coatinc.com
The new brand for surface finishing in Europe
The Coatinc Company, 01/07/2013
represents the Group’s core values: 1. Coatings, diverse processes and zinc expertise,
2. Partnership, approachability and international appeal, and 3. Distinctiveness and
differentiation.“, Niederstein continues.
The past 130 years or so of the company’s history have been defined by constant
change. Back in 1885, zinc coating was a major industry. At this time, the company
name was still “Siegener Verzinkerei Actien-Gesellschaft”, and later became “Siegener
AG Geisweid – Eisenkonstruktion Brückenbau Verzinkerei”. For this reason, the
line “Coatings since 1885” has continue to occur across all media. With the new brand
name, the company has been given clear, long-term focus, which the company history
illustrates perfectly. “We have a clearly defined focus: to be a full-service coatings
provider, along with all the relevant add-ons. We are committed as a Group that is
active in the area of hot-dip galvanising, with all our shareholdings both in Germany
and abroad, to be a major producer of zinc-coated surfaces and other coating systems.
The way we operate is always based on system solutions”, says Paul Niederstein, who
is the fifth generation to head the family-run company.
The brand relaunch not only applies to new image and segment brochures: it will also
see new ads, site summaries and a completely new website provided in German, English,
Dutch and French. The corporate image of the various sites is also being revised
with new signage and new imagery.
The Coatinc Company Holding GmbH The Coatinc Company Holding GmbH
Headquarters
Petra Böhmer, PR
Carolinenglückstraße 6 - 10 • 44793 Bochum, Germany Steinstraße 5 • 57072 Siegen, Germany
Phone: +49 234 52905-25 • Fax : +49 234 52905-15 Phone: +49 271 43478 • Fax: +49 271 46869
www.coatinc.com | holding-de@coatinc.com
www.coatinc.com | p.boehmer@coatinc.com
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