Brake friction specialist TMD Friction has announced a new face for its longstanding Mintex brand. According to the company, the complete brand overhaul builds on the rich heritage of the Mintex name with a global rollout of new brand identity, packaging and advertising.

The brand refresh includes the new tagline "Braking With Tradition," a play on words that the company says reflects its fundamental commitment to safer braking while alluding to a program of continuous product development. Visually, the brand retains its red and white color scheme, but reverts to a typeface truer to its early 20th century origins.

Commenting on the brand overhaul Pascal Langer, marketing director, independent aftermarket of TMD Friction, said, “We see this exciting change to our branding as an important statement to our partners in the automotive industry as well as to the motorists who entrust us with their safety on a daily basis. We’ve worked hard to make sure the well-loved Mintex branding is still immediately recognizable, while incorporating new facets that show we are an organization that continually strives to pioneer new technologies and challenge perceptions, to make brakes that can be depended upon to deliver in 2013 and beyond. We see the new branding as a perfect blend of traditional values with contemporary design to underline our commitment to raising the bar for safer motoring experiences."

The new logo and tagline will be featured consistently across packaging, advertising and all marketing communication devices. The new packaging will be adopted immediately for brake pads and also includes QR codes, the company adds.