FoodLogistics.com |

Dallas: ShockWatch is rolling out a new brand identity that further signifies its evolution to a market-driven solutions company. The new branding unifies the company's two product lines: shipping and handling monitors and equipment monitors.

"The new branding initiative supports our efforts to grow the value of the ShockWatch brand as we evolve the company," says Gerard Smith, president and CEO of MRI, parent company of ShockWatch. "This will allow us to be better recognized for our engineering expertise, and strengthen our overall position as a global leader in the industry."

The new brand identity involves an update to the ShockWatch logo, a new tag line, new collateral and expanded Web site. It also involves renaming the products in the company's equipment monitor product line to ShockWatch ImpactManager and ShockWatch UsageManager, with new graphics on all product identification. In the shipping and handling product line, new graphics have been incorporated into many of the Impact Indicators and companion labels.

"The new tag line, “Damage Prevention. We're On It,” is a simple expression of who ShockWatch is and what we do," says Jeff Kilpatrick, vice president of marketing for MRI. "It highlights ShockWatch's proud past, and the guiding principle behind the development of all our products to reduce damage in shipping and handling, storage, and operational environments. With ShockWatch products, you get 30 years of experience and innovation, all focused on preserving and protecting your assets."

Since its inception, ShockWatch has dramatically expanded its product line to offer a wide variety of environmental sensors, tilt indicators, and data loggers. It now manufactures devices that monitor equipment impact and usage and control access to equipment.