AkzoNobel promises Tomorrow’s Answers Today

“Tomorrow’s Answers Today” is the theme for a new branding exercise being undertaken by chemicals company AkzoNobel.

Meanwhile, the firm is to drop the use of the name ICI completely as AkzoNobel has been determined to carry more weight and historical context.

A new logo has also been introduced and is to gradually replace that on ICI-branded products over the coming 18 months.

Chief executive officer Hans Wijers explains: “Our studies confirmed that there is considerable value in the name of AkzoNobel.

“It is well respected throughout our industries and is synonymous with trust and quality.”

He adds that the organisation is now looking to build on its existing business-to-business reputation in order to assimilate the strong consumer regard of ICI as a brand.

The news follows the integration of ICI into the AkzoNobel group, a process which Mr Wijers recently described as being “well underway” and likely to recoup €340 million (£266 million) in costs saved through the synergy of the two firms.