Akzo Specialty Chem Rebranded as Nouryon


AkzoNobel Specialty Chemicals announced earlier this week that it has been relaunched following its move into private ownership. The company has been relabeled Nouryon, a name that Akzo says borrows from its past and reflects plans for the future.

“We wanted to find a name and purpose that would both 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 could play in everyday life,. “Today, we are still a world leader in essential chemistry used to manufacture everyday products,” Hollertt said.

In addition to the name, the branding features the colors orange and white, and the logo included the company name surrounded by what look like orbital paths.

“We used circular graphics based on classic atomic models with intersecting orbits to represent our ambition to work in close partnership with our customers, employees and communities,” said Nicole Rosanella, Head of Brand and Digital. “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.”

Digital and packaging elements with the company are already updated to reflect the new company identity, and signage will change gradually over the course of the year, the company said.

“Our success has been built on long-lasting and productive partnerships and we believe that collaboration is key to our future success,” Hollertt said.

“We have a portfolio rich with products that are essential to our customers’ manufacture of everyday products for modern life, and we are committed to a growth agenda built on sustainable innovation. We combined all of this to create an identity for Nouryon that is strongly differentiated in our industry.”

The Sale

AkzoNobel announced earlier this month that it had finalized the sale of its Specialty Chemicals business to The Carlyle Group and Singapore’s sovereign wealth fund GIC, capping a year-and-a-half process.

The 10.1 billion euro ($12.5 billion) deal resulted in what the company has labeled two focused businesses: AkzoNobel Paints and Coatings, and Specialty Chemicals, now owned by Carlyle and GIC.

In its original announcement on the matter in April 2017, the global coatings manufacturer detailed that its plan was to sell or list Specialty Chemicals (which accounted for about a third of AkzoNobel's sales and profits) within the next year. At the time, analysts valued the division at approximately 8 billion euros ($9.9 billion), based on the company’s 2016 operating profit of 629 million euros.


Tagged categories: AF; AkzoNobel; Business matters; Business operations; EMEA (Europe, Middle East and Africa); EU; Nouryon; Program/Project Management

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