Document Ed0qOV5zvj9x2rR04R5M8Byrb

ROHM & HAAS REPORTER VOLUME XXI NUMBER 2 MARCH - APRIL, 1963 N23302 An Endi In an Internatioi Sherwin-Williams Compi Are Distributed Thrl a t t h e t u r n o f t h is c x n t u r y , the advertising manager of the Sherwin-Williams Company proposed that his firm adopt a new trademark. He had already prepared one suggestion, and he presented it in the form of a rough sketch. It showed a pail of "SWP" ready-mixed paint pouring over the globe. Henry A. Sherwin, the conservative New Englander who had founded the company, was intrigued with the design He had reservations about adopting it, however He felt it was not entirelv appropriate, for while SherwinWilliams paints were even then being sold all over the United States, the firm had hide foreign business These reservations were overcome bv Walter H. Cottingham, the firm's general manager and Mr Sherwtn's successor as president `'Let's adopt the trademark." he said, "and make it come true " Mr Cottingham's argument prevailed, and tn 1905. the "cover the earth" emblem became SherwinWilliams' official insignia. In the half cencury that has passed since then, Sherwin-Williams has established its kPaint s and Plants the ts That 0007--SWP-043864 0007-SWP-000127214 trademark on a worldwide basis. Indicative of the ex tent of the markets served by this Cleveland, Ohio, firm is the fact that its trademark is currently registered m more than 65 countries, and its "cover the earth" slogan has l>een translated into languages ranging from Arabic to Vietnamese. Sherwin-Williams' growth in this country and abroad has made it the world's largest paint manufac turer Todav the company produces some 15,000 separate items of 400 different tvpcs These products arc developed and manufactured bv a network of 19 domestic and 15 foreign laboratories and plants, and dies arc distributed In ihousands of independent dealeis and branch stores throughout the United States and in most other countries of the Free World. Ready-to- Use Paints Founded in Cleveland in 1966. Sherwin-Williams carlv achieved an important place in the paint industry as a pioneer producer of reliable, rcady-to-use "shelf MAICH AFU, 1)43 goods " When Henry A Sherwin entered the coatings field, painters had to prepare their own paints. Thcv purchased the raw materials, or "makings"--chieflv white lead, linseed oil, turpentine and pigments, in a very limited range of colors--and then mixed them to produce a usable coatings product. The process was time-consuming and messy, and the results were not always satisfactory The Sherwin-Williams Company helped change this situation when, in 1880, it introduced SW P readvmixed exterior house paint This product--a result of a scries of painstaking laboratory experiments and tests--was one of the first prepared paints to appear on the market. Con venienct and Quality The convenience of SW'P was a big selling point, hut the companv still had to overcome customers" doubts about the performance of prepared paints It did so In backing the new product with a full guarantee The combination of convenience and assured c|ualitv made SWP an immediate success This success caused the Cleveland firm to stop retail ing paint ingredients and concentrate on the formula tion and marketing of packaged, prepared paints Over the years, Sherwin-Williams developed a broad, constandy improving line of home paints, industrial finishes, and specialized coatings products As a result, The river ol paint produced by Sherwin-Williamsii cap tured at the filling machine. Filling the cans, nallng them and attaching the labels are all dona automatically. 0007-SWP-043865 0007-SWP-000127215 today there ii hardly a surface or object that cannot be coated with a Sherwin-Williams finish. Whether it's a home or a factory, a plane or a piano, a cotton picker or a kitchen cabinet, there is a specially formulated Sherwin-Williams product that can be used for protec tion and enhanced appearance. Paints for Home Use To the general public, Sherwin-Williams is best known for its line of paint products for home use. This line includes paints in a kaleidoscope of colors, wood stains, varnishes, glazing compounds, and a complete Shorwln-Wlllioms plants are laid out so that raw materials are canvarted into coatings products in o wnoolh, unbrolton toquonco. selection of painting tools and accessories. Among the most popular products in the company's line of house hold paints are Super K.em-Tone interior wall paint. Kem-Glo enamel, and 5WP and A-100 Latex exterior house paints A-100 Latex house paint is a recent addition to the company's product line and is notable for its combina tion of many valuable features. It is easy to apply and dries in 30 minutes--before bugs or dirt can harm its surface The tools used in applying it may be cleaned easily in soap and water Another advantage of A-100 is that it can be applied to a damp surface after a morning dew, or following a rain. The paint may be used on all the exterior surfaces normally employed in modern home construction. Because of their ease of application, outstanding per formance and attractive appearance, Sherwin-Williams house paints are widely used by the do-it-\ ourself home decorator. However, these and other products of the companyarecqually popular with professional painters In the United States, basic distribution of Sherwin- Williams paints, painting tools and accessories is through local distributors, such as hardware stores, lumber yards, department stores and paint and wallpaper stores All told there are some 30,000 such outlets in this country. A number of these dealers have handled the com pany's paints for fifty years or more Dean of them all is the Hoyt Hardware Store in Defiance, Ohio h has stacked and sold Sherwin-Williams products continu ously since 1870 In addition to selling through independent drains Sherwin-Williams operates us own branches The first was established at Worcester, Massachusetts, in IX 'l Currently there are more than 1,200 of these brant h>-s located from coast to coast They perform a number nf functions They are strategically located retail out lets serving both the general public and the professional painter. They also serve as warehouses from which local dealers can quickly replenish their stocks or ob tain special items they do not regularly carry And they provide technical advice and the coatings materials to take care of the maintenance and product-finishing needs of industries in the areas thev serve Technical Finishes jo r Industry Industrial finishes supplied by Sherwin-Williams are used io coat many different consumer products From (he lime he reaches for the alarm clock in the morning until he caps a tulic of tooth paste at the end of the day, a person may have repeated contacts with Sherwin-Williams finishes These finishes range from the bright colored lacquera on lead pencils to the rugged weather-resistant coatings on huge bulldozers and earth-moving equipment Product finishes formulated by the Cleveland firm can be as different and distinctive as the latest fashions in clothes. For example, the outer surface of an air conditioner may lie enhanced by a special coating that produces a "hammered effect." A typewriter, business machine, or camera may be given a rich, dignified ap pearance by an intricately embossed or patterned finish. A fine piano or a handsome wood cabinet mav derive its rich appearance from a carefully selected assortment of complementary finishing materials that are applied by hand. Most product finishes perform the dual job of in creasing the product's durability while adding to its beauty and sales appeal, in other cases, protection is the primary job to be performed by a finish For ex ample, while the beautiful, stain-resistant enamels of kitchen cabinets, refrigerators, washing machines and other appliances catch the eye of everyone, underneath ROMM a HAAS RirORTiR 0007-SWP-043866 i I I MARCH APRIL, 19*1 the surface and out of sight are special insulating var nishes and compounds that guard windings and coils in electric motors against heat, moisture and corrosion Resinsfor Coatings In many of its finishes, Sherwin-Williams uses resins and other coatings products supplied by Rohm & Haas The list includes Acryloid, Amberol, Duraplex, Rhoplex and Uformite resins: Acrysol latex thickeners and dispersing agents: Tamol dispersing agents, and Triton surfactants. Sherwin-Williams also employs acrvlic and methacrylic monomers manufactured by Rohm & Haas An Amberol phenolic resin developed bv Rohm & Haas was the first synthetic resin to be marketed in the United States. Introduced in the mid-1920`s, this resin permitted the production of the familiar fast-drung "four-hour" varnishes. At present, more than 20 Amberol phenolic and maleic resins are offered. Thev are used in the production of many tvpes of coatings, including varnishes, lacquers, enamels, printing inks, and finishing systems for food cans. In addition to the Amberol resins, Rohm & Haas has developed a series of other synthetic resms that are widely used in air-dry and baked finishes. The Acri loid resins are polymers of acrylic and methacirvlic esters, prepared in solvent solutions and in solid form Thev are used to produce hard, dear thermoplastic and thermoset coatings with excellent adhesion Uformite 0007--I3WP-043867 0007-SWP-000127217 urea, melamine and triazinc formaldehyde resins are widely used in baking enamels for automobiles, appli ances and furniture Duraplex alkvd resins also are used in these types of finishes--frequently in combina tion with LTormitc resins. The Khoplcx resins were the first acrylic resin emulMons d'Mgrud specifically for use jn water-based paints. I',nnis bavd on Khopfi x acrific e/nu/yions may lie used for l>o(h interior and exterior applications These paints are notable for their case of application, fast drying speed, lack of painty odor, ease of clean up, and excellent durability `synthetic resins and other coatings products of Rohm & Haas base been the basis for mans iinprosed finishes, and have contributed significantly to the rad ical changes in paint production ihal hasc taken place h i mn lime A Sliwm-H j /Imj iis executive has summed up these dcri leipinuits .is follows. `'I'robablv more unpros emems have been made in paint during the last quartcr-ccnturv than in all prior ycais combined " Young Product Line These improvements are reflected throughout the Cles eland company's own product line For example, more than 50 percent of the firm's industrial finishing products have been introduced within the past decade Of its "shelf goods"--products bought by the home owner and professional painter--more than 25 per cent have been developed within the last ten years. These new products arc the result of SherwinWilliams' emphasis on research and the scientific devel opment of coatings materials and equipment This emphasis is a tradition at the Cleveland firm The original SUP ready-mixed paint was developed through careful research and trial applications E'en ihr mill for processing the prepared paint was desizned and engineered by the paint maker Subsequently. in 1884, the company liccamc one of the first firms in the paint industry to employ a full-time chemist Today, Shcrwin-U illiatns employs more than 'H'1 chemists and other scientists in its various laboratoru's Their work ranges from pure lesearch to on-the-)<>!> quality control Much of the basic research is petformed at the company's ness research center in Chicago Here, using the must modern instruments and apparatus available, scicnusts test nc materials and new- processes in their ceaseless quest Tor imprem ed coat ings products Additional developmental work and pre cise quality control are done in laboratories at each of Sherwin-Williams" 34 domestic and foreign plants Its combination of human skill and research and production facilities has enabled Sherwin-Williams to develop a constantly expanding, constantly improving line of industrial and trade sale paints and accessories Todav, more than ever. Sherwin-Williams paints "cover the earth," both in terms of wide distribution and in terms of meeting an almost all-encompassing variety of coatings needs to Iks generof public, Sherwin-Williams is besl known for the paint products it makes for home use. However, the com pany also makes a full line of induslnol finishes and special coatings products. ROHM HAAS *li>0*ri* 0007--SWP-043868 0007-SWP-000127218