Hagerstown, MD - Effective today, Garden State Tanning, Inc., will become GST AutoLeather, Inc. The new identity comes to life in a logo featuring a stylized GST partially enclosed in a sphere, all treated in a black and white pattern of shading that brings to mind a chrome medallion on the front of a high quality automobile. The word "AutoLeather" lies directly under the GST medallion or to its right, depending on the space treatment. Under the word AutoLeather is the tagline, "Driven to Think Smarter."
The GST AutoLeather name and logo accurately capture the company's dedication to quality and the unique position they hold in the automotive business. For nearly 70 years, the Hagerstown, Maryland, headquartered company has been the proud supplier of the world's finest automotive leather. One luxury nameplate after another has turned to the company seeking the ultimate in leather quality, aesthetics and durability. A leader in innovation and development, GST AutoLeather engineers and other technical experts work hand-in-hand with customers to conceive, design and develop new generations of leather. Among the automobile name plates currently carrying GST AutoLeather products are Toyota, Lexus, Acura, Chrysler, Ford, Honda, Isuzu, Lincoln, Mazda, Dodge, Jeep and AM General.
"GST AutoLeather represents the kind of progressive and innovative identity that we want to carry forward in the 21st Century," stated Mark D. Lecher, president and chief operating officer for GST AutoLeather, Inc. "The name Garden State Tanning had been maintained throughout considerable change in the automotive industry, and has now outlived its purpose.
"Tanning, while it had considerable meaning 70 years ago, now does not adequately reflect the full quantity of science, engineering, technology and art that goes into our products for the automotive industry. The words 'Garden State,' also have little meaning. In fact, many of our key customers already refer to us by our initials," continued Lecher.
The company believes the word AutoLeather captures the essence of its business. When coupled with the phrase "Driven to Think Smarter" it presents a bold message that no competitors match in spirit or in practice.
"We invented a word, autoleather, to capture our unique identity, just like we innovate and invent every day in the laboratory and on the manufacturing floor to meet our customers' unique needs," explained Lecher. "The tag line then captures and states, in a play on words related to the automotive business, what all of us at the company know is true … that we are a company with a culture that is always working to think smarter than our competitors, to the benefit of our customers. Our business is highly demanding. Nothing short of the best strategies, greatest creativity and most efficient operations - in other words, the smartest thinking - will lead to success. It is stated with pride and confidence that only someone with our expertise, history and dedication to future excellence would be bold enough to proclaim."
GST AutoLeather has a true global presence. With manufacturing and cutting facilities in North America, Mexico and Asia; sales offices in North America, Asia, and Japan; and sourcing in South America, GST AutoLeather is able to efficiently and thoroughly serve its customers' needs across the globe.
"With GST AutoLeather we are building on our heritage, but focused on our future. We expect this name and identity to grow in respect and recognition for many years to come," added Lecher.
About GST AutoLeather (www.gstautoleather.com)
GST AutoLeather is headquartered in Hagerstown, Maryland, and is a proud supplier of the world's finest automotive leather. The company processes nearly 100 million square feet of leather per year and holds a 15 percent global market share. Some of the industry's most prestigious automobile companies turn to GST AutoLeather for its innovation, customer service, quality and dependability. GST AutoLeather engineers and technical experts work hand-in-hand with customers to conceive, design and develop new generations of leather for such nameplates as Toyota, Lexus, Acura, Chrysler, Ford, Honda, Isuzu, Lincoln, Mazda, Dodge, Jeep and AM General.