With the ambition of leveraging its innovation and expertise in materials science to help build a sustainable world, Arkema has unveiled its new positioning and visual identity, which also entails a new logo.
With the intention of playing a central role in the development of solutions that address the planet’s key challenges and with the aim of becoming a 100% Specialty Materials player by 2024, Arkema has set up a new strategy and positioning, which is based on three complementary segments with very high growth potential: Adhesive Solutions, Advanced Materials and Coating Solutions.
“Our expertise in materials science is based on a vision of progress that we want to share and promote extensively. Thanks to our committed and passionate teams, rich in diversity and united around an ambitious, value-creative project, we are confident in our ability to develop promising technical solutions to support this wave of change in favour of a more sustainable planet, and thus contribute at our level to shape a better world”, explained Thierry Le Hénaff, President and CEO of Arkema.
The process of transformation – which started with the development of projects for batteries and electric mobility, bio-based and recyclable materials, and through targeted acquisitions in adhesives, such as the recent planned acquisition of Ashland's performance adhesives – lead also to a change of identity and a new communication territory.
The new logo, with its modernized, curved letters, expresses a dual transition. The colour gradient, from blue to green, and the evolution of the “K” to the “MA” of “materials” highlight the Group’s new core business of innovative, high-performance materials for a sustainable world. To support the new logo, a new visual territory was developed, featuring “the actual materials” and displaying positive real-life applications of these specialty materials – in industry, in competitive sports, and in the daily lives of people everywhere.
The new identity and territory will also shortly appear in print and digital campaigns.