Eleven months ago, in July 2010, the Canadian paper company Domtar and the forestry research organization FPInnovations announced joint venture to build a plant that produces a material called nanocrystalline cellulose.
Last week, on June 3, the company revealed its name and corporate identity. The venture will be called CelluForce, and the logo contains a stylized C made up of tetrahedrons.
"Our new brand reflects who we are, how we want to position ourselves in our target markets and the innovation that differentiates us within our industry. The name "CelluForce" reminds us that one of the main characteristics of the nanocrystalline cellulose is the great strength it provides to the materials to which it is added, but the name also represents the strength of our relationships with our shareholders, our partners and our customers, which is one of the company's core values. It was essential that this feature be one of the key elements of our corporate identity." - Jean Moreau, President and CEO of CelluForce in a press releaseThis excerpt contains an explanation of the logo:
The typeface of the CelluForce logo uses two colours, to clearly illustrate the fundamental value of the partnership between two entities in the company - partnership between the two co-shareholders as well as with CelluForce employees and customers. The name is topped with a "C" formed of numerous tetrahedrons, which combine the blue and green colours that symbolize each partner. The spray of tetrahedrons gives a sense of forward movement, like the new technology's leap into the future. The logo was designed to be easily animated on multimedia platforms.
Domtar were involved in another rebrand just a few months ago, when their paper supply business was rebranded as Ariva.
For those of you who don't know what nanocrystalline cellulose is, this quote from a press release may provide some answers:
Nanocrystalline cellulose is a renewable, recyclable and abundant nanomaterial made of cellulose fibers from the wood pulp manufacturing process. Potential applications include optically-reflective films, high-durability varnishes, and innovative bioplastics. The properties of this material will provide new opportunities in a wide range of applications for a variety of sectors and markets such as the aerospace, automotive, chemical, textile and forestry industries. There are promising applications for the aerospace industry that will complement Quebec's innovative aerospace "green" aircraft program.
Press release 1
Press release 2
Press release 3