Alcoa announces new logo and identity for its Traco division

November 09, 2010
Nov. 9, 2010 – Alcoa Building and Construction Systems (BCS), a business unit of Alcoa and a global manufacturer of architectural aluminum building products and systems for commercial construction, announced today the launch of the new logo and brand identity for its Traco business. The company says the new brand identity respects Traco’s long history of innovation and demonstrates the promise of the future, while uniting it with the strength and passion associated with Alcoa BCS’ Kawneer business.
Traco has been manufacturing commercial windows since 1943. The new logo and brand identity aligns Traco with Kawneer,  communicating to customers, architects and the market-at-large the integration of Traco into the Alcoa BCS business unit as a division of Kawneer.
The red of the logo as well as the gray and typeface, which are the same as Kawneer, provide a strategic bridge to both companies, aligning Traco with Kawneer visually. The two businesses are also integrating various key commercial activities, further fostering cross-selling and cross-promotional efforts.


“Traco brings a strong, premier brand of window manufacturing to the Alcoa BCS portfolio,” said Glen Morrison, President of Alcoa Building and Construction Systems. “We are strengthening the bridge between Traco and Kawneer to provide an even broader range of products, services and support for our customers. We look forward to capturing the opportunity that lies ahead.”

The new logo and a selection of window products from Traco will be featured in the Kawneer booth (#1015) November 16-18 during the Greenbuild 2010 International Conference and Expo in Chicago. And, throughout the coming months, the new image will be introduced and reinforced through a strong advertising presence. For more information on Traco, please visit .

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