Company News

August, 2015

Sierra Pacific Windows Unveils New Brand Identity

New branding reflects the beauty and quality of its windows and doors, while embracing environmentally-responsible timber heritage of Sierra Pacific Industries

Red Bluff, CA (August, 2015) – Sierra Pacific Windows (SPW) threw back the curtain on its new brand identity today, unveiling a powerful and visually-stunning logo, a golden pinecone with the tagline "Windows That Never Compromise." The new brand identify is driven by SPW's brand position of "uncompromising quality in everything we do." It is the latest step in SPW’s rebranding strategy, after Sierra Pacific Industries (SPI) purchased Hurd and Superseal Windows and Doors in 2014.

“Do it right. Make it right.” That was SPI Founder Red Emmerson’s philosophical challenge to the company to make the very best products and provide the very best customer service. In that spirit, SPW is handpicking the very best from each of these companies — the best windows, best engineering, best designs, best features, and the best customer service. Strategically, the branding had to reflect this “best of” approach. Therefore, the design of the new logo and branding materials is intended to reflect the beauty and quality of the SPW products, while embracing SPI’s longstanding commitment to environmental stewardship and timber heritage. “We wanted our new logo to be every bit as beautiful and upscale as our windows and doors,” said NAME/LOGO. “It had to be sophisticated in its design, advanced in its execution, and stand out from the competition -- just like our windows and doors. We think our new logo accomplishes all that and more.”

SPW is already a well-respected window brand – especially west of the Rockies. With the addition of Hurd and Superseal, and their combined 150 years in the window and door industry, SPW now has more than 600 dealers, distributors and company stores; three strategically-placed manufacturing plants; and sales in 30 countries around the world. The family-owned wood products firm, which owns and sustainably manages over 2 million acres of timberland, became one of the largest window manufacturers in the world by adding manufacturing capacity, a skilled work force, additional product lines, and immediate exposure to Central and Eastern U.S. and international markets. Beyond its state-of-the art window lines, SPW now offers specialty door products with a nearly limitless variety of sizes, configurations and design options.

SPW also has the distinction of being the only fully vertically-integrated window and door company in the world. SPI, which is the largest millwork producer and third largest lumber company in the US, owns the forestland, and manages the entire manufacturing and distribution process.

According to SPW Director of Marketing April Lucas, the various elements of the rebranding campaign will include new point of sale materials, brochures, website design, window stickers, store signage, showroom displays, vehicle signage, and more. “Rebranding a company does not happen overnight, of course. It’s an ongoing process and we plan to do this right.”


Sierra Pacific Windows is a division of Sierra Pacific Industries, a family-owned forest products company. Based in Red Bluff, California, Sierra Pacific Windows is one of the largest manufacturers of superior quality, custom wood and vinyl windows and doors in the world. It is the only fully vertically-integrated seed-to-window window and door company, in which the company owns the forestland and manages the entire manufacturing and distribution process. Sierra Pacific Windows has a combined manufacturing production space of over 2 million square feet in California, Wisconsin, and Alabama. Its windows and doors are distributed via more than 600 nationwide dealers, distributors and company-owned locations.


SPI is a third-generation, family-owned forest products company based in Anderson, California. The company owns and manages over 2.4 million acres of timberland in California, Washington, and Oregon. Along with being a windows manufacturer, it is one of the largest US lumber and millwork producers. SPI is committed to managing its lands in a responsible and sustainable manner to protect the environment while providing quality wood products and renewable power for consumers. The company’s forests are certified under the Sustainable Forestry Initiative®. Sierra Pacific Industries utilizes nearly 100 percent of every piece of wood brought to its 18 sawmills and eight biomass-fueled cogeneration power plants.

Media Contact Information:
Gary Young

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