New look, same proven performance

By Emma Peterson.

IKO’s marketing team shares about their rebrand at IRE 2025.

While at the 2025 International Roofing Expo (IRE), Megan Ellsworth got the chance to sit down with Jack Gottesman and Dyana Sweigart of IKO Industries at The Coffee Shops™ soundstage for an interview. The big news that the duo was talking about at IRE 2025 was the launch of IKO’s rebrand!

This rebrand has been two years in the making and features everything from a new website to new marketing materials. Dyana, the marketing service manager for IKO Residential, explained, “All of our materials, from our literature to our sample boards, our website, everything got updated to have a more modern, more sleek, updated look.”  

While countless things were updated for this rebrand, the talk of IRE 2025 was IKO’s new tagline, “Proven performance.” Dyana explained, “Our rebrand, including our brand-new tagline, really just speaks to IKO and what we do every single day. A great example of our proven performance is that all of our shingles now have a class three or four impact resistance rating. We really want to be known as a performance brand and always be putting that foot forward.”  

Beyond their increased impact resistance, this performance can be seen in things like IKO’s high wind ratings and the iconic armor nail zone line. Jack, IKO’s marketing team director, elaborated a bit, saying, “Our nail zone is the 1 1/4 inch line on the face of the shingle reinforced on the back.” This is just one way IKO manufactures with performance in mind, and they are also constantly innovating to make our product perform better. Jack explained, “We've invested a billion dollars into our manufacturing footprint just since COVID-19.”

Overall, for Jack and Dyana, IRE was about connecting to contractors through their updated brand identity. Jack explained, “Here at IRE, we are really solidifying this message of proven performance... It’s really an opportunity to connect contractors, both our existing ROOFPROs and the new ones that are joining now and show them how we put performance into everything that we do.”

Watch the full soundstage interview to learn more about Jack, Dyana and IKO! We also got to chat to them while on the floor, so make sure to check out that video too!