Coinciding with its 25th anniversary and the launch of its new hybrid insulation technology (see the previous article), PrimaLoft is coming out with a new, sharpened corporate identity, an optimized branding framework and a stronger marketing staff, which will be showcased at the Ispo Munich fair at the end of January.

The company, which went through a management buyout in June 2012, will sport a new logo featuring a stylized P – which is meant to stand for Performance, Protection and Passion – and a protective shield that can also be perceived as a quality seal. A dynamic arrow in the middle symbolized a commitment to innovation and premium quality. The new corporate identity will be incorporated in all forms of communication including PrimaLoft's website, labels, hangtags and sales literature.

PrimaLoft stresses that its new PrimaLoft Performance Down Blend Insulation is only the first of a series of new products that are meant to provide “ultimate comfort solutions” all year-round. They will be grouped into three series with distinctive series: Gold, Silver and Black.

PrimaLoft is still based in Albany, New York. Meanwhile, the company's European managing director, Jochen Langemann, has announced an expansion of the European management team with addition of two more officials who, like him, have collected some experience at W.L. Gore & Associates.

Michael Jakob has been appointed to the new position of European marketing manager, reporting to David Newey, global marketing manager based in Albany. He worked most recently at Oberalp as marketing manager for Salewa in Germany. Kathrin Pildner, who was most recently employed in the marketing department of Intel for the German-speaking countries, will join PrimaLoft as European trade marketing manager, replacing Brigitte Norenberg who is leaving the company to be the co-owner of a marketing agency in her native Norway. Pildner and Irina Mock, the super-active European PR manager of PrimaLoft, will both report to Jakob.