DeVilbiss™| Automotive

Rewriting
the book on
automotive
refinishing

Rewriting the book on automotive refinishing

In 1907, Thomas DeVilbiss adapted the original atomizer his father had invented nearly two decades before, to create a spray gun to meet the challenges of spray finishing.

Since then, DeVilbiss has become a household name in the automotive industry, but with this strong history came some baggage. With multiple changes in ownership and several brand iterations, releasing a new product into a confusing landscape presented a challenge.

By streamlining the product brands and solidifying the identity, a new gun was brought to market – seamlessly integrating the equity of past launches with a clear vision of the future.

The DeVilbiss brand had become a quagmire of new products and accessories. A cohesive naming and identity system was developed to bring clarity to the sub-brands and to adequately represent the DeVilbiss legacy.