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Forterra branding decouples Hanson Building Products, HeidelbergCement

Sources: CP staff; Forterra Building Products Ltd., Irving, Texas

ForterraLogo 400Officials characterize Hanson Building Products’ new name, derived from “giving form” (For-) and “the earth” (terra), as capturing the company’s essence and purpose. The Forterra brand spans the 130-plus facilities under the producer’s five U.S. and Canadian divisions—Brick, Pipe & Precast, Pressure Pipe, Roof Tile and Structural Precast—plus the masonry- and precast-driven United Kingdom Building Products division.

HeidelbergCement AG sold Hanson Building Products earlier this year, aiming to reduce debt and focus on cement, aggregate and ready mixed concrete production. The Forterra brand distances the manufactured concrete and clay product operations from HeidelbergCement’s Lehigh Hanson Inc. and charter Hanson UK businesses.

“The Forterra name and logo have replaced Hanson, but this is a change of branding only. Our company remains committed to the excellence and integrity customers and the industry have come to expect,” says Forterra CEO Jeff Bradley. “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.”

The name change is effective immediately, he adds, and will be implemented across products, services and communications into the first quarter of 2016. A new logo inspired by brick, paver and pipe shapes combines with a strong word mark to exemplify what management describes as “the fortitude and solidarity of Forterra.”

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