ROCKWOOL unveils new global brand identity to be adopted throughout North America

ROCKWOOL, the world’s largest producer of stone wool insulation, has officially announced the latest evolution of its brand identity and introduced a new ROCKWOOL symbol and purpose statement that will be adopted by its subsidiary brands in North America. This brand evolution ensures a cohesive look and messaging across all brands, while supporting future geographic growth across all business units.

Brands under the ROCKWOOL umbrella in North America include Roxul®, 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 their synergy in offering advanced stone wool innovations that address local and global issues surrounding sustainability and development, Roxul, Grodan and Rockfon will collectively adopt the new ROCKWOOL symbol––a graphic representation of a volcano. This symbol demonstrates to 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.” This statement underscores the fact 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.

To view ROCKWOOL’s corporate video featuring the new branding, click HERE.

“We fully embrace the new branding,” says Harold Van Gool, Business Director, Grodan North America. “We are proud to convey that all brands belonging to the ROCKWOOL family are connected and steadfast in our shared benefits and values.”

“We want our customers to see us 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.”

“We feel strongly that a more sustainable future is possible, and we want to inspire current and future generations through our leadership,” says Trent Ogilvie, North American President, Roxul Inc. “Whether it's insulating, irrigating, purifying, improving safety, energy efficiency or acoustic comfort, our products and processes help people in all corners of the globe to have a more sustainable footprint and combat challenges related to increasing levels of urbanization.”

The new ROCKWOOL symbol will soon be integrated into all Roxul, Grodan and Rockfon products, marketing materials and 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 brand evolution is more reflective of each company’s shared belief in responsibility to the environment and to society overall.

“The updated brand identity marks an important evolution in the way we talk about our company, conveying a consistent vision and shared heritage across our diverse product portfolio’s full range,” says Mirella Vitale, ROCKWOOL Senior Vice President, Group Marketing, Communications, & Public Affairs.


The ROCKWOOL Group is the world’s leading manufacturer of stone wool insulation. We offer a full range of high-performing and sustainable insulation products for the construction industry.

Our insulation products are based on innovative stone wool technology and today we are the world’s leading manufacturer of stone wool insulation. The ROCKWOOL group also includes a range of sister companies delivering specialist solutions for the horticultural, marine and offshore sectors.