CertainTeed® Showcases New Brand Identity and Roofing Innovations, Product Expansions at IRE 2023

At the recent International Roofing Expo (IRE), CertainTeed unveiled a number of new roofing products as well as their new brand identity.

Today at the 2023 International Roofing Expo (IRE), CertainTeed®, a leading North American manufacturer of light and sustainable interior and exterior building solutions, showcases its rebranding and latest roofing innovations designed with sustainability and performance in mind – all brought to life in a reimagined booth experience to showcase how the brand supports and educates roofing professionals on its products for the residential and commercial market. 

“2023 has quickly proven to be a monumental year for CertainTeed – from our rebranding to new launches in the solar space, along with major sustainability advancements to drive the change that our industry and planet need,” said Ebeth Pitman, CertainTeed Director of Marketing Communications. “We’re excited to celebrate it all with our partners and customers at IRE.” 

A new brand identity 

CertainTeed’s rebranding, recently revealed at the 2023 International Builders’ Show, emphasizes the company’s leadership in comprehensive, systems-based building products and the solutions made possible through its expansive offering for the residential and commercial market. “As a leader at the forefront of the building sector, we recognized an opportunity to evolve how our customers specify our products,” said CertainTeed CEO Mark Rayfield. “We’re taking ‘one-stop shop’ to the next level by serving as a preferred source for cohesive systems and complementary products that not only help builders grow their reputation, but make it easier than ever to deliver on what matters most: performance, sustainability and longevity.” In the spirit of its commitment to comprehensive roofing solutions, CertainTeed is excited to integrate roofing solutions from GCP Applied Technologies into its booth experience, following its 2022 acquisition of the specialty building materials leader. 

New product introductions 

To supplement the roofing solutions throughout the booth, CertainTeed will also spotlight its latest product introductions – from integrated solar solutions guaranteed to slash time on the jobsite, to those with industry-leading performance and sustainability. 

Solstice shingle 

Making its debut at IRE, the Solstice Shingle features high efficiency solar shingles which seamlessly integrate with any asphalt shingle for a crisp look that accentuates the appeal of any home. Solstice Shingle produces about as much energy as conventional, rack-mounted solar, offering clean energy without the bulky look. View press release here. 

Landmark Solaris® AR expansion 

February 2023 marked the expansion of the cool roof version of CertainTeed’s popular Landmark shingle, now available in all regions of the U.S. and Canada in two rich, authentic colors: Graphite and Weathered Wood. Solaris, an industry-first technology developed by CertainTeed, features a special granule surface blend that partially reflects solar energy, making your roof cooler than standard roofing shingles. It’s ecologically smart, beautifully durable and architecturally ideal for homes in sunny climates or locations where solar heat is a challenge. Solaris AR comes equipped with StreakFighter technology – copper-infused surface granules that possess natural anti-algae properties to help roofs maintain their beauty and original color. View press release here. 

Landmark® ClimateFlex® expansion 

Also announced last month: CertainTeed’s expanded availability of its durable, all-weather performance shingle, which boasts an industry-leading Class 4 rating for hail damage protection, and is now offered in the North Central, East Central and Lake Central regions, as well as parts of Canada. This meets the growing demand for all-weathered roofs as extreme weather conditions continue to rise. View press release here. 

Landmark® PRO color expansion 

Three striking new hues for Landmark PRO – Max Def Coastal Blue, Max Def Espresso, Max Def Red Oak – will make their IRE debut. This collection delivers peace-of-mind on projects that call for a premier aesthetic at an affordable price – all backed by an industry-leading, lifetime-limited warranty, and certified to meet the industry’s toughest third-party (UL) manufacturing quality standards. 

Arctic Edge Flintlastic® SA Cold Lap Tape 

Arctic Edge is a revolutionary, use-as-needed, auxiliary tape engineered to significantly boost Flintlastic SA adhesion in temperatures as low as 35°F. Use the same trusted Flintlastic SA membranes all year long, adding Arctic Edge in critical waterproofing details when needed. Cold morning? Don’t let it slow down your crew. Kick off your project with Arctic Edge and stop tape use as soon as ambient temperatures reach 50°F (10°C). 

CERTAplank Single 7” Reinforced Siding 

CERTAplank combines the durability and strength of vinyl with the authentic appearance of real-wood siding. Lighter and easier to handle than wood, fiber cement or wood composites, CERTAplank features an extra-thick panel and reinforced foam backer that provides the rigidity you'd expect from a hardboard cladding. 

Products not to miss – Acquisitions and more standout roofing solutions 

SMARTCOAT 365 

Since its launch in 2021, SMARTCOAT 365 has been a game changer for commercial roofing contractors – a single-source solution for everything from underwater, emergency leak repair to 20-year warranted flashing details on most roofing substrates, all year long. SMARTCOAT 365 is fiber-fortified, UV-stable silicone mastic. In addition to its extreme versatility, contractors can pop and go with 365’s no mix formulation. When you need a repair that’s not a patch, SMARTCOAT 365. 

Luxury Residential Roofing Shingles 

Also on display at IRE will be CertainTeed’s luxury residential shingle lines including Grand Manor, Belmont, Presidential Shake, Presidential TL and Carriage House. Each provides a unique design to boost the curb appeal of any home. 

GCP Products 

Following the 2022 acquisition of GCP, GRACE ICE & WATER SHIELD® and VYCOR® enV-S™ will be integrated into the CertainTeed IRE booth for the first time. GRACE ICE & WATER SHIELD® self-adhered roofing underlayment is a premier membrane composed of two waterproofing materials. VYCOR® enV-S™ represents the next generation of weather resistive barriers and is designed to provide superior weather protection – and improved energy performance. 

About CertainTeed 

Through innovative and sustainable building solutions made possible through its comprehensive offering of interior and exterior products, CertainTeed, founded in 1904 and headquartered in Malvern, Pennsylvania, is at the forefront of industry advancements that are making the world a better home. With building science as its foundation, CertainTeed is transforming how the industry builds – making it easier than ever to create high-performance, energy-efficient solutions for where we live, work and play. 

A subsidiary of Saint-Gobain, one of the world’s largest and oldest building products companies, CertainTeed has more than 6,900 employees and more than 60 manufacturing facilities throughout the United States and Canada. The group had total sales of approximately $5.6 billion in 2021. www.certainteed.com.