The Automotive Division of Quest Specialty Chemicals is unwrapping new looks for its U.S. Chemical & Plastics (USC), Matrix Automotive Finishes and Prospray Automotive Finishes collision repair and refinish product systems at the SEMA Show, Nov. 4-7 at the Las Vegas Convention Center.

The new brand logos were developed to provide a more cohesive look to the company’s product line-up while defining and differentiating the brands, which serve different needs and segments in the automotive aftermarket and collision repair. The updated brands include USC, which provides premium body repair, abrasive, coatings and accessory products to the collision repair industry; Matrix, the leading non-OEM paint and refinish system and custom paint system; and Prospray, a high-performance, European technology paint and refinish system, featuring Prospray H2O waterborne basecoat, created in the UK.

“Our customers are passionate about our brands. Our goal was to deliver a message, through design, that recognizes and inspires the artisans who use our products,” said Laura Yerkey, director of marketing communications and strategy of Quest Specialty Chemicals. “We view this as accelerating our brands – quickening the integration of acquisitions into a family of products for the automotive collision and repair industry and custom paint and airbrush masters worldwide. We also want the designs to reflect where our brands will be 3 years from now.”

The new logos were carefully constructed to reflect the passion of the company’s customers and the company’s vision for the brands. U.S. Chemical & Plastics, the oldest of Quest’s brands dating to 1950, received minimal updating to retain its heritage, brand equity and recognition. The changes were focused on modernizing and simplifying the design.

Matrix has grown to become the premier, non-OEM refinishing system brand. “System” was removed from the brand name to give “Matrix” more impact, and design changes reflect the passion, strength and heritage of the brand – superior quality, premium products made in America.

The Prospray logo was redesigned with more modern lines, and the hyphen in the name was removed to communicate the simplicity of the system. The new logo has a decidedly European flare that speaks to its roots in the European automotive repair industry.

Quest Automotive Products is displaying the new logos at the respective booths throughout the SEMA Show. Implementing the new logo designs across all marketing channels will be completed in three distinct phases throughout 2015.