Brand Identity
Firestone Building Products is proud to announce that it is adopting the Holcim name and brand identity, becoming the Holcim Building Envelope division of its Solutions and Products Business Unit. Firestone’s iconic brand, a recognized industry leader in roofing, wall, and lining systems, becomes Elevate™, symbolizing Holcim’s continued commitment to deliver superior quality and innovation with advanced building solutions. Holcim’s range of building envelope solutions includes wall, lining, and waterproofing systems for commercial and residential applications. It unites some of the most trusted and high-quality brands in its sector including Gaco, GenFlex, and Malarkey Roofing Products®, as well as Elevate, the new brand name for Firestone roofing systems.
Building on Firestone’s iconic brand and legacy, Elevate represents Holcim’s commitment to deliver superior quality and innovation with advanced building solutions. The Elevate brand will provide the highest quality products and solutions to solve the industry’s shared challenges. Under the new Elevate brand, the people, products, and standards trusted in the industry will remain the same. Sales representatives and distribution networks will continue to provide the same superior customer service and product support. Customers will see Elevate evolve as the brand name on trusted products like RubberGard™ EPDM and UltraPly™ TPO, all of which will remain in the market. Plus, the high-quality solutions, network of licensed applicators, and warranties will remain unchanged.
