Legendary brand Benjamin Moore.

Benjamin Moore (1855-1917)

Benjamin Moore was borne in 1855 in Irland.

His father, also Benjamin served in British Army and when retaired he came back to Irland and become a farmer.

In 1872 when he (Benjamin junior) was seventeen he emigrated to New York, like did the most of Irishmen in that time. He stayded in Brooklyn where he found the job as a salesman in the paint craft.

The next years of Benjamin Moore's life was conected with start-up and developement the Benjamin Moore & Co. 


The very beginning in Brooklyn.  

In 1883, Benjamin Moore and his brother Robert started a paint business at 55 Atlantic Avenue in Brooklyn, New York. They founded „Moore Brothers Paint Company”. The image beside present mentioned building. 

They had only a mere $2,000 to invest. The company was initially called Moore Brothers, and its first product was „Moore’s® Prepared Calsom Finish”, a wall coating. 




 Within a year, the enterprise had made a profit. Unfortunately, in 1884, the building on Atlantic burned to the ground. Yet the brothers were back in business three days later in a new location (Walter and Adams Street), displaying a tenacity that would serve their company well throughout its long life. Benjamin and Robert established a New York corporation in 1889; soon after, they incorporated in New Jersey, the company’s current home.



What the logo conveys? What is its history?

Just as it once was diificult to identify the "official" Benjamin Moore & Co. logotype, it's somewhat challenging to unearth the official history of the perennial triangle. Hovewer records from the Benjamin Moore & Co. Archives indicate that it was 1917 by the company's advertising agency, which enthusiastically seized upon the idea of applying the company's three "Is", Intelligence, Industry, and Integrity, to the new design.

Livingstone („L.P.”) Moore, who had assumed the role of president in 1925 after Benjamin Moore's death, approved the idea in principle and suggested that the trademark take form of three pyramids. The three sides of pyramide were to represent the three founding qualities of the company, while the arrangement of the three pyramids also spelled out the first initial of the company name, M.   

Soon after the adoption of the new mark, however, L.P. Moore became frustrated by employes' referral to the three pyramids on their newly pressed service pins as "the three triangles". In his view, the three sides of the pyramid were an important aspect of understanding the company's three principles. However as employees today can attest, the triangle moniker stuck while the idea of pyramids seems to have become lost in the translation. But the staying power of this strong graphic element is undeniable - even with is updated look, it's still dear to the hearts of Benjamin Moore & Co.'s employees and retailers and is a key element of the new logo.  

Logotype presented beside comes from the 1960s. The traingle/M device and brand name were encapsulated in a shield-like shape.  



 In 2002 Benjamin Moore logo was modified. This is the newest verion used so far with no change.   



With our acquisition in 2000 by Berkshire Hathaway, Benjamin Moore joined a family of companies under the direction of Warren Buffett, which embodies success and is distinguished by sustainable brands that shine through the clutter of competition.


Today, Benjamin Moore & Co., a Berkshire Hathaway company, is a high-performing, innovative manufacturer and retailer of quality coatings and provider of related goods and services for decoration and preservation. We continue as a leader in the architectural coatings industry with products that set new standards of excellence. We manufacture at 6 plants located in USA and Canada, distribute from 22 facilities, and sell the finest paints, stains, and finishes through a network of more than 5 500 independent retailers.

In Poland and generally in EU, since 1999 the official representative of the Benjamin Moore & Co. and the only one authorized distributor of Benjamin Moore brand products is B.M. Polska Sp. z o.o.


View Benjamin Moores major milestones in history. 

Moore Brothers is founded in Brooklyn, New York.



Benjamin Moore & Co. introduced the first limewash paint on the market. "Muresco®" offers a new level of reliability and ease of application and becomes one of the most popular ready-mix paints on the market, available in colors and tints that can be customblended.

Benjamin Moore & Co. hires its first chemist and establishes its research department (R&D).


Played by a series of actresses, the character of Betty Moore provides friendly decorating advice over the radio from the 1930s to the 1960s.


Regal® Wall Satin® Latex Interior Paint is introduced. The DIY decorating market grows as consumers use this easier-toapply waterbased latex paint.


Regal® Aqua Velvet®, a lowgloss latexbased paint, is launched. It gives a finish akin to eggshell coupled with excellent scrubbability. An industry first.


In commemoration of the United States Bicentennial, and in collaboration with the National Park Service (NPS) Benjamin Moore creates its "Historic Colors Collection", an interpretation of colors from the archives of the NPS and its historic house sites.

Moore's® Computer Color Matching System is introduced, another industry first. Benjamin Moore retailers can now match the color of any sample. No longer is color choice limited to chips.

Benjamin Moore & Co joins the Berkshire Hathaway family of companies.



Benjamin Moore & Co undertakes a major retail development initiative leveraging the unique attributes of the local Independent Retailer. The Signature Store Program, designed to create a world class shopping experience, is launched.

•  Introducing of "Regal® Matte 221" with innovative „Ceramic Technology".  The paint merges great colors, a flat sheen, and carefree application with a level of durability, a proprietary stainrelease resin, imperceptible touch-up, and scrubbability never before available.


Introduction of innovative, safe for consumers, fully ecological tinting system Gennex® Platform.  Waterborne colorants, totally free of VOC compounds (zero VOC) shows our primary direction. This big step forward, real breakthrough in paint chemistry and technology let to create product families - Aura and Natura.

• New, exclusive product familly Aura®  with "Color Lock® Technology" on the market. This is the best paint we have ever made. Aura® paint and water-borne colorant system sets the gold standard for VOC compliance, color matching, fast, easy application, durability and performance.

The launch of ecological product line - Natura®  free of VOC compounds reflects our exceptional care of environmental and safety of our consumers. Innovative formula of paints tinted in Gennex Platform system with colorants also free of VOC provides the best ecological solution and reduces the risk of some allergies appearance.  

•  The new generation of products for wooden substrates protection and decoration - Arborcoat®. Hybrid, waterborne technology sets the new directions in production of exceptional ecological stains for exterior application. 


• Innovative line of alkyd enamels for interior wood - Advance®. We proved that it's possible to create very durable alkyd product free of all disadvantages of conventional, solventborne alkyd enamels. 


• The next generation of ceramic paint on the market. “Regal® Select Matte 548” with "Stain Release Technology New Generation", the only one product with an excellent durability and resistance to washing, wet-scrubbing, dirt and some spoils. 


• Innovative „Cross-Linking Resin Technology” combined with „0 VOC” formula in Ultra Spec 500 paint line. Confirmation of new Benjamin Moore & Co. strategy - produce only paints free of harmful VOCs.


• Modified version of "Natura" line in which the part of binder was replaced with some raw materials from plants. The "zero VOC" formula reduces allergies.