Memphis, Tenn.—Stauf Adhesives unveiled a new logo for the U.S. market in an effort to increase its American recognition in correlation with the re-branding of its entire wood flooring adhesives line.

A relative newcomer to the States, Stauf’s century-plus of innovation in Europe coupled with a steadily increasing demand and desire to differentiate itself sparked the revamp, noted David Ford, vice president of sales and marketing for Stauf USA.

“We intend to make the Stauf name as recognized and respected here as it is in the flooring and construction industry elsewhere around the globe,” he said. “Stauf’s well-earned reputation in Europe for quality and dependability has already taken a firm hold in this country.”

In an effort to expand the German company’s American presence, the U.S. arm of Stauf Klebstoffwerk has taken its world-renowned name and incorporated three new elements into its logo: what Stauf produces, its location and what it stands for. “Wood flooring adhesives” defines what the company does; “USA” provides its local presence, and the company’s new tag line, “Stick with what works,” reinforces Stauf’s experience and respect within the industry, Ford explained.

Stauf products have been available in the U.S. for nearly five years and have received a positive response, he said. Some of its U.S. products include: Solva-Mastic WFR- 930—a solvent-based wood floor adhesive that contains no water or chlorinated solvents—and SMP-960, SMP-940 and the PUM-950—which all meet or exceed governmental environmental regulations.

“Going forward, Stauf will be increasingly recognized in the U.S. marketplace,” Ford concluded. “We feel it is time to expand and enhance our presence here, and this re-branding is the first major step.”