Shur-Co reveals new brand identity

Cargo protection and load securement specialist Shur-Co has unveiled its new brand identity—a bold visual and strategic evolution designed to underscore its commitment to a more unified, customer-centric operating model, while building on over seven decades of innovation and service.

At the heart of the new identity is a diamond icon—a symbol of Shur-Co’s durability and decades-long success. Representing strength, precision, and lasting value, the diamond reflects the company’s rich heritage in tarping systems while pointing confidently toward the future, according to the company.

But it’s more than a new logo. The identity signals a larger transformation: one brand, one team, and one direction, focused on delivering smarter systems, stronger partnerships, and greater value across the industries Shur-Co serves. It also positions the company to expand into new markets and meet the demands of a rapidly changing global landscape.

“At the core of the new brand identity is clarity for our teams, our partners, and especially our customers,” said Chad Heminover, president and CEO of Shur-Co. “It’s instantly recognizable and directly associated with the quality and trust our customers expect.

“As our industries evolve and expectations rise, staying ahead means staying innovative. Our new identity reflects our commitment to continuous improvement—adapting to what’s next while staying true to the values that have always set Shur-Co apart.”

The unified brand reflects Shur-Co’s commitment to aligning its operations, resources, and people to reduce friction, simplify the customer experience, and accelerate innovation, the company added. From product selection to service and support, customers and partners will experience a more seamless, consistent approach—built around their needs and designed to grow with them.

The rebranding marks the beginning of a new chapter for Shur-Co—one rooted in clarity, connection, and forward momentum. The new brand will be featured at key industry events throughout the remainder of 2025, including the Big Iron Farm Show, National Trailer Dealers Association Annual Convention, and Vipar HD’s IMPACT Conference, offering attendees a first-hand look at what the future of Shur-Co represents.