The graphic tapes division of Moorestown, New Jersey-based American Biltrite announces the launch of its new logo.

“Our name never properly proclaimed the devotion we have to our industry,”the company writes in a message to its customers.“American Biltrite Inc. Tape Products Division is quite a mouthful, and we found that employees and customers alike often refer to us ABI—which is how we arrived at ABI Tape. Short, sweet and to the point.”

The company says it wanted to simplify the logo's look, choosing the typography carefully and converting it to a more vibrant shade of blue.

“ABI Tape's core values and the family of products we manufacture (have) become unified. We hope that providing a cohesive look to our company and our family of products will eliminate confusion and help celebrate the industry we are so proud to be a part of.”

The company has been around since 1908.