AkzoNobel Launches New Brand Strategy     

On April 28th, AkzoNobel, former Akzo Nobel, announced it has launched its new corporate brand. Symbolizing the company's fundamental transformation and determination to lead change, it embodies AkzoNobel's clear ambitions for the future and a passionate commitment to deliver Tomorrow's Answers Today.
   As well as a subtle name change and a revitalized, powerful logo, a new brand architecture has also been introduced, along with updated company values and a new brand philosophy. Together it creates one, distinctive global brand and supports AkzoNobel's highly focused strategic vision.
   The decision to retain AkzoNobel as the company name was a strategic one - based on extensive research - which indicated that the name commanded too much value, heritage and respect for it to be discarded. Therefore, ICI will be discontinued as a corporate name.
   The company's strategy now is to combine the strong AkzoNobel business-to-business reputation with the former ICI's excellent consumer brands reputation. This will create a powerful brand with significant global reach and incredible potential for growth.