International. What was AkzoNobel Specialty Chemicals' line of business, following the move toward private ownership, is now being relaunched as Nouryon, a name it borrows from one of its predecessors, and has a new brand and purpose to reflect its goal of unlocking its full potential as an independent leader in specialty chemicals.
The new brand was developed using employee feedback. "We wanted to find a name and purpose that would build on our heritage and speak to the future," said Vivi Hollertt, the company's Chief Communications Officer. Noury & Van der Lande, founded in 1838, was one of the first companies to recognize the important role chemistry can play in everyday life. "Today, we are still a world leader in essential chemistry used to make everyday products," Hollertt said.
The concept of Nouryon's new brand identity is also based on employee feedback on pride in the company's role as a producer of essential chemicals and the history of forming strong partnerships. "We use pie charts based on classic atomic models with intersecting orbits to represent our ambition to work closely with our customers, employees and communities," explained Nicole Rosanella, Chief Brand and Digital Officer. "This brand personality is also reflected in our digital strategy. Orange was chosen as our key color as it really stands out in our competitor landscape."
These concepts are also reflected in the company's purpose: "Your partner in chemistry essential for a sustainable future."
"Our success has been based on productive and lasting partnerships, and we believe collaboration is key to our future success," Hollertt explained. "We have a rich portfolio of products that are essential to manufacturing our customers' everyday products for modern life, and we are committed to a growth agenda based on sustainable innovation. We combine all of this to create an identity for Nouryon that is strongly differentiated in our industry."
The company partnered with Globrands in the naming process, with VBAT in the brand design and with the VIM Group in the global rebranding process. The new brand is already visible on Nouryon's digital channels; Packaging and signage will be gradually changed over the next year.
