The realignment supports the aim to enhance employee focus, product quality, and its brand presence in the marketplace

Hanson Building Products has changed its name to Forterra following the recent sale of the company. The rebranding reflects its strength, focus on the future, and continued dedication to providing premier products and services. The name Forterra captures the company’s essence and purpose; giving form (For-) to the earth (-terra).

The business will continue to operate its five U.S. and Canadian divisions namely Pressure Pipe, Pipe & Precast, Structural Precast, Brick, and Roof Tile as well as its Building Products arm in the United Kingdom. Meanwhile, it plans to continue production of all existing product lines through its more than 130 facilities.

The transformation is effective immediately and will be implemented across the company’s products, services, and communications throughout 2015 and into the first quarter of 2016. Company emails and web addresses will also change to the Forterra name.

The company’s new logo is inspired by the shapes and forms of brick, pipe, and concrete products while the strong wordmark exemplifies the fortitude and solidarity of the trademark. According to its head, the rebrand allows the network to refocus its energies on its customers, employees, and product quality.

“The Forterra name and logo have replaced Hanson, but this is a change of branding only. In fact, we’re taking this rebranding opportunity to reinforce our mission and bolster our values: safety above all, getting it done right, and leading by example,” said Jeff Bradley CEO of Forterra.

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