AkzoNobel has launched its new corporate brand, along with a commitment to deliver “Tomorrow’s Answers Today.”

In addition to a subtle name change and a new logo, a new brand architecture has also been introduced, along with updated company values and a new brand philosophy. Together these changes are designed to create one distinctive global brand and support AkzoNobel’s highly focused strategic vision.

“This is the new AkzoNobel. We are one company, with a powerful new global brand which will propel us into a new era of competitiveness and opportunity,” says CEO Hans Wijers. “Our new brand concept typifies our desire to create new ideas. To stay one step ahead and continually seek out new and better answers for our customers.

The decision to retain AkzoNobel as the company name was based on extensive research that indicated that the name commanded too much value, heritage and respect for it to be discarded. ICI will be discontinued as a corporate name.

“Our 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,” explains Wijers.

Also central to the whole positioning of the new AkzoNobel are its five new company values: focusing on the customers’ future first; embracing entrepreneurial thinking; developing the talents of its people; the courage and curiosity to question; and integrity and responsibility in all actions.

The new AkzoNobel brand will be rolled out globally during the next 18 months. A worldwide corporate advertising campaign is also scheduled to start shortly.

For more information, visit www.akzonobel.com.