Case Study: AkzoNobel refreshes its brand identity with Saffron Brand Consultants

AkzoNobel revamps brand identity with Saffron Brand Consultants, boosting share price 3%

AkzoNobel, the world's largest paint and coatings company, faced a challenge after its acquisition of ICI. The company needed to integrate nearly 30,000 new employees and unify its brand identity to make it more powerful and universal. They engaged the services of vendor Saffron Brand Consultants for brand identity and employee experience strategy.

Saffron implemented a refreshed visual identity, most notably reinvigorating the iconic "Bruce" logo to be more energetic and purposeful. They introduced a new vibrant gradient and applied the new brand across all user experience touchpoints. The solution was very successful; on the day of the new brand's launch, AkzoNobel's share price increased by 3%, and the brand identity has remained in use to this day.

AkzoNobel