It will roll out the same visual identity across all its brands, including Coral in Brazil and Flexa in Netherlands as well as Dulux, in more than 50 global markets in the next 18 months.
Individual brand names will stay, but the identity will be consistent, in the same way that Unilever’s Lynx/Axe and Persil/Omo brands trade under different brands names but follow the same strategy.
Its portfolio previously had myriad different visual identities and brand logos.
Sucheta Govil, head of global marketing for AkzoNobel’s decorative paints division says: “Our mission is to bring colour to people’s lives and we have already harmonised our global strategy under the “Let’s Colour” strapline but had nine or 10 different identities with very different designs that didn’t reflect the businesses’ “Let’s Colour’ direction.”
AkzoNobel will also increase its investment behind the brands by 15 to 20% in the next 18 months including marketing support for the new visual identity, updating store presence and traditional advertising, social media and multi-media activity.
Govil adds that the change will allow the company to leverage the scale of the global business and give consumers more confidence in the brand. It will now be able to take on global sponsorship platforms for sports and music events that were not feasible with 14 different brand identities.
“We need global platforms but we are also very conscious that there are cultural differences so we have a global platform with local flex,” she says.
London based brand design agency Design Bridge created the new visual identity.