Performance Friction Corp. said its new logo “embodies a fresh look and feel that is a more accurate reflection of Performance Friction’s corporate identity.”
The third-generation logo has evolved to adopt the name already used by customers – PFC. The company said it views the change as an "official" adoption of a name it has worn proudly for years.
"Yes, we are still Performance Friction," said Don Burgoon, president, "but in Germany, Japan, Europe and America, our friends call us PFC."
"For many in the racing markets worldwide, PFC is Performance Friction Brakes," said Darrick Dong, motorsports director. "From the racing viewpoint, PFC is a brand already recognized as a leader in design, manufacturing capabilities, and service for race teams in many countries. There’s a high level of confidence and trust with the PFC brand."
The new logo aims to reflect the company’s bright, dynamic future and quest to continually deliver innovative brake solutions to market, according to PFC.