Weyerhaeuser Co. abandoned the "iLevel by Weyerhaeuser" name it has used for the past five years to brand its wood products businesses and instead will simply call them "Weyerhaeuser." The transition took place on Sept. 6.

The Federal Way, Wash.-based company said in a news release that it is making the name change "to simplify customer contacts and leverage the widespread recognition of the Weyerhaeuser identity."

Ironically, simplicity was the main reason Weyerhaeuser gave in April 2006 when it publicly unveiled iLevel. The company said then it was doing so to integrate five divisions that produced the bulk of the company's structural frame products. The idea at that time was to provide a single point of contact who would replace a multitude of sales reps and marketers, each assigned to tout particular product lines.

"Our customers and vendors know us best as 'Weyerhaeuser,' so we are returning to what is most familiar to them," said Larry Burrows, Weyerhaeuser's senior vice president of wood products. A company spokesperson, responding to an e-mail from ProSales, called the Weyerhaeuser and Trus Joist names "more meaningful" than iLevel. "Many times when customers hear 'iLevel,' they think of Weyerhaeuser or Trus Joist products, so the intent is to make the brand recognition easier for customers," he said.

The company said it also "will enhance promotion" of its Trus Joist brand of engineered lumber products. It didn't elaborate.

Weyerhaeuser will retain its individual names, such as TimberStrand, Parallam, and Microllam wood products and Stellar and Forte software. Companies also will continue to have access to their same sales representatives, it added.