CLOVER, S.C. – Performance Friction (PFC) has unveiled its new logo, designed to embody a fresh look and feel that is a more accurate reflection of Performance Friction’s corporate identity. The third-generation logo has evolved with new purpose and meaning, adopting the familiar "PFC" name customers and fans know the company by. 
While PFC President Don Burgoon was at a brake test with a premier customer, it became clear to him that the change to "PFC" wasn’t a new name at all, but rather a formal acceptance of a name the market already calls the company, he said.
"Yes, we are still Performance Friction," said Burgoon, "but in Germany, Japan, Europe, and America, our friends call us PFC."
A logo is part of a company’s culture and identity, and PFC designed the new mark with this in mind. During the logo creation process, a company-wide poll was taken to aid in the decision-making process and PFC employees and customers shared their opinions on the different designs.
"It was exciting to see customers take part in the change," said Marketing Director Nina Burgoon. "It showed how passionate PFC employees and customers are about the brand."
With such a valued title, Performance Friction says it feels this change will resonate with PFC customers worldwide, viewing the change as more of an "official" adoption of a name they have worn proudly for years.
"For many in the racing markets worldwide, PFC is Performance Friction Brakes," says Motorsports Director Darrick Dong. "From the racing viewpoint, PFC is a brand already recognized as a leader in design, manufacturing capabilities and service for race teams in many countries. There’s a high level of confidence and trust with the PFC brand."
