Premium Guard Refreshes TRICO Brand With New Identity

Premium Guard, Inc. (PGI), a global manufacturer and supplier of automotive products and solutions, unveiled a refreshed identity for TRICO®. The updated identity preserves the recognition and equity of one of the industry’s most established names while expressing PGI’s broader vision for TRICO as a wiper and driver visibility technology platform, the company said.

For generations, TRICO has advanced driver visibility through innovation in wiping systems, winter technology, attachment systems, vehicle-specific fitment, beam blades, and advanced wiping materials. Throughout that evolution, the purpose has remained consistent: helping drivers maintain clear, dependable visibility across changing vehicles, weather conditions, and driving environments.

“We view it as a tremendous privilege to become stewards of a platform with such a deep engineering heritage,” said Anan Bishara, founder and CEO of PGI. “Our responsibility is not simply to preserve what TRICO has built, but to invest in it, expand it and use that foundation to create the next generation of driver visibility technology.”

Three Lines Represent Innovation, Engineering and Performance

At the center of the refreshed TRICO identity are its three distinctive lines, now representing three principles that connect the brand’s heritage to its future. The three-line graphic provides a visual expression of the TRICO name while giving new meaning to the principles that will guide the brand forward: Innovation, Engineering, and Performance.

Innovation reflects TRICO’s history of advancing the category through new approaches to wiping systems, winter performance, attachment technology, beam construction, and vehicle-specific replacement solutions. The introduction of TRICO Exact Fit® in 1995 is an example of that approach — recognizing early that a replacement wiper should be engineered around the specific vehicle application, connecting fitment directly with performance, PGI said.

The company intends to carry that mindset forward through investment in R&D, rubber technology, materials science, application engineering, wiping dynamics, and future driver-visibility technologies.

TRICO to Serve as Broader Technology Platform

PGI’s vision for TRICO extends beyond the TRICO-branded product line. TRICO will serve as a broader wiper and driver visibility technology platform, supporting continued innovation under the TRICO name while also helping PGI customers build and strengthen their proprietary brands and execute differentiated product strategies.

“TRICO gives PGI a powerful technology foundation,” Bishara said. “We will use it to grow the TRICO brand and to support our customers with technology and product solutions aligned with how they want to compete. That reflects PGI’s customer-first culture and our commitment to excellence and innovation.”