Taylor Chemical Company Rebrands as Siovation

Lawrenceville, GA – April 1, 2009

Taylor Chemical Company, a leading formulator and manufacturer of silicone-based technology today announced a comprehensive rebranding and name change of the 29-year-old company.  The name change to Siovation is the culmination of a strategic transformation into a highly technical manufacturer and marketer of silicone-based products.

"We are a mature and stable company that has positioned itself for continued growth and longevity by serving unmet market and specific customer demands with silicone-based solutions," said Bernie Cobb, President, Siovation. “Our rebranding captures the essence of the changes in strategy and focus while continuing the emphasis on quality, efficiency and service.”

Siovation’s core product line includes silicone defoamers, emulsions and fluids serving industries including Food Processing, Agriculture, Personal Care, Automobile Care, Mold Release, Chemical Processing, Water Treatment, Rendering and Textiles.

To provide additional space for its continued growth, Siovation recently relocated its headquarters, including sales, administration and IT, to new offices in the Atlanta, GA suburb of Lawrenceville. The original building has become a dedicated manufacturing, R&D and Product Development site. Along with the name change and new visual identity, the company has also clearly articulated their long established business practices into the brand promise of “Listen.Create.Deliver.”.

Background

Siovation is owned by Amber Chemical, Ltd (http://www.amberchemical.com/), a wholly owned subsidiary of Caledonia Investments PLC.

The name change and rebrand initiatives, including the corporate ID, website (http://www.Siovation.com/), and collateral materials, was created and delivered by Atlanta based Partners Marketing Group, LLC, http://www.partnersmg.com/.

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