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Month of change for Sterling Locks

Published: 17 March 2008
March heralds change of name, livery, and introduction of new products.
Month of change for Sterling Locks
Sterling says 2008 will be a great year for the company following a number of developments to keep the brand key for its customers.

This month, Phoenix Security Products, suppliers of the Sterling brand, will change its name to Sterling Locks Limited.

"The decision was taken to include the name Sterling into the corporate structure," Rex Atkins told diyweek.net. "When the company was called 'Phoenix Security Products' there was the potential for some confusion for our customers because all of the products are branded as Sterling."

The website is now www.sterlinglocks.com.

"'Sterling' stands for quality and value with great service and we wanted to incorporate it into the fabric of the company. Now there is no confusion over who makes Sterling locks," he added.

At the same time, the logo has been altered to a more modern-looking and updated graphic, 'especially as there was no longer a need to have a phoenix'.

"Look closely, though, and the 'wing' can still be seen; demonstrating that although the company has a new name and a new logo, it is justly proud of its heritage," Mr Atkins said when describing the adaptations.

Across the year, Sterling will be rolling out a new livery for its packaging.

This will retain the Sterling corporate colours and is designed to be even more consumer-friendly with colour coding and informative security ratings.

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