WHEELING, Ill. – The Penray Companies Inc., a supplier of chemical products for automotive, heavy-duty, industrial and marine markets for more than a half-century, has introduced a fresh new logo. The new look was designed to reflect the company’s renewed commitment to being a leader in the performance chemicals market.
 
Penray’s products, all made in the U.S., include a broad array of service chemicals, functional fluids, fuel treatments, cooling system products including Need-Release cooling system filters, and other service and maintenance chemicals available throughout the U.S. and Canada.
 
Penray is introducing a new graphics package, beginning with a new logo, which serves as a representation of the company’s new forward-looking approach to the market. This logo is being incorporated into product packaging, cataloging and other print materials. In addition, a new website, also built around this new look, will soon be unveiled.
 
Along with the new corporate logo, new branding also is being introduced for the automotive aftermarket, with branding specific to individual channels of distribution and types of customers. Automotive products for the traditional aftermarket will be sold under the "Penray Performance" brand, and will be distributed through WDs and jobbers to auto repair shops. Products for the retail aftermarket will be branded "Penray Plus," and will be distributed through retail auto parts chains. In addition, Penray products sold through discount stores will be branded "Super-X."
 
In the heavy-duty arena, Penray’s Power Fleet division will continue to market using the Penray brand for its respected Pencool line of cooling system products including Need-Release extended-life cooling system filters and diesel fuel additives. Penray’s export and custom manufacturing divisions will continue to serve international customers and will provide private label products for select customers.
 
“Penray’s new logo, website and packaging graphics represent an important step forward for our company,” said David Sholtis, Penray CEO. “Penray has always made and sold the highest quality chemical products that work exceptionally well. We now have an exciting new logo and packaging, and we plan to support this fresh look with aggressive marketing strategies and customer service enhancements that will enhance the Penray value proposition.
 
“Service professionals and DIYers want and need products that work well and provide outstanding value," Sholtis added. "With our own chemists and manufacturing and blending facilities here in the U.S., Penray is especially well-positioned to make and market standard-setting chemical products that deliver top performance while meeting national and local environmental standards. Our new graphics package is solid evidence of our commitment to growth and excellence in maintenance and repair.”