Barricade Building Products' new brand message is “The Bear’s Got You Covered.”

According to Mike Fields, Barricade's vice president of sales, the strategic change coincides with the company's focus on offering a complete building envelope system with the recent launch of two new underlayments, Floor & Tile Underlayment and Roof Pro. The new tagline also speaks to Barricade’s product line which covers a house from top to bottom, according to the company.

Not only did Barricade refresh its tagline, but it also rebranded its product logos to make four product categories easily recognizable – flooring underlayment (green), house wrap (blue), flashing tapes (purple) and roofing underlayment (red). Barricade maintains its signature bear in its logo to showcase the company’s longevity in the industry.

“While we offer leading products in the industry, we haven’t been actively promoting ourselves,” said Fields. “This new tagline speaks to Barricade today and we see this as the right opportunity to reintroduce ourselves in the marketplace.”

For more information, visit