Murfreesboro, Tenn.-based wheel weight maker Perfect Equipment officially unveiled its new corporate logo and tagline yesterday at the 2011 SEMA Show/Global Tire Expo.

"This is a very exciting time period for Perfect Equipment," said Jeff Waechter, president and CEO of Perfect Equipment.  "For more than 70 years we have been providing balancing solutions to our customers and over that time period we have developed many of the product designs and processes that are now considered the industry standard. Moving forward, we feel as though our new corporate branding strategy can further solidify Perfect’s position in the marketplace.  We choose to not think of this new strategy as a rebirth, but rather a continuance of our already established traditions.”
 
The new logo was developed and designed by branding firm Interbrand.  The new tagline, ‘Balancing the Future,’ was developed by Perfect Equipment’s own in-house marketing team and features a simple, yet clear message of longevity and innovation.
 
“We have been providing balancing solutions to drivers for generations,” said Gregory Parker, marketing manager. “Grandsons are now balancing their vehicles with the same brand of wheel weights that their Grandfathers used when they were young drivers.  During the last 70 years, cars have evolved into faster, sleeker machines and wheel balance weight innovations and materials have changed, but Perfect Equipment still remains the clear leader in balance technology.  As we look forward into the future, Perfect Equipment’s plan is to balance the future generations and to continue to be on the forefront of innovation.”