Saint-Gobain Technical Fabrics this week changed the company name to Saint-Gobain ADFORS. The new Saint-Gobain ADFORS identity was revealed at the 2011 Techtextil trade fair in Frankfurt, Germany, and the SAMPE show in Long Beach, Calif.

Recognizing the need for a strong brand name in the market, the company set out to develop a new name that would reinforce its strength and position in the industrial and construction markets.

The ADFORS brand was created using a leading international agency that specializes in developing global brand names. The name was created on two very straightforward roots: “ad” (to add, to join, to combine), and “fors” (force, reinforcement). ADFORS means to “add reinforcement” to a building or product.

“We look forward to building brand equity with the new name by offering best in class service and excellent product innovation” said Rudi Coetzee, general manager Saint-Gobain ADFORS America. “The new ADFORS name provides us the opportunity to really build a strong brand backed by the globally recognized Saint-Gobain.”

Saint-Gobain ADFORS manufactures reinforcement fabrics from traditional and innovative techniques including laid scrim, weaving, knitting, mat forming, lamination and coating. With on-site chemists and engineers the company works with customers to develop and refine their product reinforcements.

To learn more about Saint-Gobain ADFORS, visit www.sg-adfors.com.

Saint-Gobain ADFORS is a division of the Saint-Gobain Group, which specializes in the design, production and distribution of functional materials for the construction, industrial and consumer markets.