New Rockwool® global brand identity throughout North America

April 4, 2017

Introducing a new ROCKWOOL® symbol and purpose statement that will be adopted by its subsidiary brands in North America, including Rockfon®

At Rockfon, we bring purpose to life as a north american stone wool company

Panorama of the rocky mountains at sunset

As a subsidiary of ROCKWOOL, the world’s largest producer of stone wool insulation, we are happy to share some exciting news with you.

ROCKWOOL officially announced the latest evolution of its brand identity, introducing a new ROCKWOOL symbol and purpose statement that will be adopted by its subsidiary brands in North America. The brand evolution ensures a cohesive look and messaging across all brands, while supporting future geographic growth across all business units.

Brand evolution

Brands under the ROCKWOOL umbrella in North America include:

  • ROCKWOOL®, offering high-performing insulation solutions for building and industrial applications,
  • Grodan®, a leader in progressive and sustainable substrate solutions for professional growers, and
  • Rockfon®, trusted provider of acoustic stone wool and metal ceiling solutions and suspension systems.

Reflecting our synergy in offering advanced stone wool innovations that address local and global issues surrounding sustainability and development, ROCKWOOL, Grodan and Rockfon companies collectively will adopt the new ROCKWOOL symbol – a graphic representation of a volcano that demonstrates to our stakeholders and customers how ROCKWOOL brands use the natural power of volcanic stone to enrich and transform modern living, while providing solutions with far-reaching benefits.


The new brand identity will be complemented by a revamped purpose statement, “release the natural power of stone to enrich modern living,” which underscores that all businesses within the ROCKWOOL Group have one overarching goal: to enhance modern living by improving the lives of everyone who comes into contact with ROCKWOOL products. 

“We want to be seen as more than manufacturers,” says John Medio, Managing Director, Rockfon, North America “Our brand refresh and new purpose statement places greater emphasis on why our products exist – to provide solutions that not only change our world for the better, but that also improve daily living for people everywhere.”


Shared commitment

The new ROCKWOOL symbol will soon be integrated into all ROCKWOOL, Grodan and Rockfon products, marketing materials, digital and social channels throughout North America. The new brand identity provides greater information to consumers about the services and solutions they choose, how they are made, and the company that makes them.

It underscores a long-held commitment to sustainability, highlighting that all companies under the ROCKWOOL umbrella produce products that come from nature and give back to nature. The rebranding is more reflective of each company’s shared belief in responsibility to the environment and to society overall. 

Please view ROCKWOOL’s corporate video featuring the new branding by clicking here. To read the announcement, please visit us online click here.

If you have any additional questions, please email: or call us at 800-323-7164.
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