The Transformation of Thermotek

This year, 2022, represents many new changes for Thermotek. Not only a new logo and rebranding but a new direction and vision for the future. We recently sat down for a chat with Parag Lokhande, Thermotek’s Marketing Director. Read on to discover more about the evolution and transformation of Thermotek.

History of the Thermotek Brand

In the beginning, our company name was Eco Homes Solutions. We provided draft-proofing, insulation and double glazing to the retrofitting market. But this soon became unviable due to the poor condition of our customers’ window frames.

This led the company into exploring the fabrication of full-frame replacements. Aluminium was not an option due to the company’s eco-philosophy. Selecting a suitable material to make the frames was a challenge.

We soon found our defining product – uPVC. It provided far superior insulation and thermal efficiency. This was when the company changed its name from Eco Home Solutions to Thermotek Windows.

The old Thermotek logo depicted thermal efficiency. The green represented glazing. The orange depicted the frame, forming the double-glazing emphasis of the business.

Our Old Logo

The Reason for Rebranding

It has almost been a decade-long journey for Thermotek. We have come a long way even as an industry. Today, climate action is accelerating. Thermal efficiency is only one of the ways we can future proof our homes from the changing climate.

Today, windows and doors are also “wall assemblies.” There is a need for building materials to be sustainable and recyclable. Thermal comfort inside buildings has become a focus. Soon we will be heading towards net-zero homes and buildings.

Environmental responsibility is no longer an optional “good to have” agenda for organisations. Our customers already expect us to be sustainable and eco-focused.

We already built our business on this environmental responsibility. It is a view we have held for almost a decade. And we had 3 choices: timber, uPVC or aluminium.

Timber is nature’s gift and far more superior than man-made materials. Yet we are going to need all the trees we can get to navigate climate change. Aluminium was out of the question. So uPVC was a bold choice for us.

With manufacturing being in our DNA, our role as a business is also changing. Thermotek has been a uPVC windows manufacturer for almost a decade. We now have the duty of care to educate and support newcomers who share the same philosophy. This is why there was a need for rebranding.

The NEW Logo and Brand Concept

Today our new emphasis is on playing the dual roles of manufacturer and educator. Maintaining a strong link between system providers and customers/resellers is our aim. This is how the new logo evolved. The “T” and two arms of the “K” showcase this strong link.

We needed a new brand identity that was corporate. Yet it still had to instil the heritage of the brand. The goal was for a brand identity that had a good balance of both masculine and feminine attributes.

Our primary and secondary colour pallet, not only connects us to our roots and heritage. But also portrays a mature, professional personality.

Colour is very important in branding. This is part of our first impression for customers. Colours are more than a visual aid. They convey emotions, feelings and experiences.

In brand design, there is a great emphasis on colour psychology. We perceive different colours as different things. For example, tones of red lead to feelings of arousal. While blue tones are often associated with feelings of relaxation. Both of these emotions are pleasant. Colours themselves can create positive feelings.

A new year, a new perspective. Our changing climate is our focus for the future.

Orange: Conveys vibrancy, technology, friendliness, confidence and is a masculine colour.

Blue: Conveys trust.

Green: Conveys peace, health, growth, and nourishment.

Grey: Conveys balance.

Given our heritage is manufacturing, orange had to be our primary colour. That is where we come from as a business. But we also value a balance between masculine and feminine attributes. Grey is our complementary colour to orange for this reason.

Blue and green are about the organisation’s passion for the planet.

Putting these colours all together, with our logo, gives us our total brand identity.

The Future Vision and Goals for the Thermotek Brand

Our mission is to play a direct, active role in decarbonising Australia’s buildings. With windows and doors forming up to 10% of a building’s envelope, we have a duty of care to lead by example.

The goal is to ensure the brand stands for these values. To remember Thermotek as a brand that did its bit to help reverse global warming.