Window Products Inc. has announced its new brand identity, Cascade Windows. The company, headquartered in Liberty Lake, Wash., has plants in Spokane, Wash., and Salt Lake City, distribution centers in Spokane, Boise, Idaho, Auburn, Mich., and Salt Lake City, and more than 400 dealerships throughout the Western United States. It has been producing vinyl windows and doors under the Window Products name for more than a quarter of a century.

According to Mark McVay, vice president of sales, the change is in name only with no affect on the management and ownership of Cascade Windows. "The name 'Window Products' effectively represents an industry, but not necessarily our company. Changing our brand to Cascade Windows allows us to effectively communicate our value. It eliminates confusion with other window brands and the general perception among our customers that the name 'Window Products, Inc.' is too generic. Focusing the brand on our core series will raise product recognition and perception even higher."

The company has long been associated with the 'Cascade' name as the crown of its three series of vinyl windows.

"Most of our customers are already familiar with this series name," noted McVay. "What will remain unchanged is the legacy of superior service and value our customers have always relied on."

Cascade's new website is located at www.cascadewindows.com.