For Red Devil Equipment Co., this year marks a big change – the company’s name has changed from Red Devil to RADIA. The name Red Devil has been recognized in the paint and tooling industry for over 100 years, with Red Devil Equipment Co. spending the last few decades becoming a strong name in paint mixers and shakers.
So, how does a company spend years developing a brand and suddenly decide to change names? For Red Devil it made sense after spending recent years venturing into new categories. “We had built a strong brand and reputation (as Red Devil Equipment Co.) in the paint industry, but we don’t want to limit the potential for our current or new customers or ourselves. We have the opportunity to provide more,” said Bob Brockman, Director of Sales.