Axalta Coating Systems is an American company that produces high-performance coatings for the automotive and industrial sectors. It used to be known as DuPont Performance Coating until earlier this year when it was spun off from DuPont. This week, on June 4, it launched its new visual identity, developed by Futurebrand.
A press release says the new logo "highlights the Axalta name as well as its focus on performance and will provide a consistent and clear symbol". The mark is an A in the form of a "forward-looking" road. The gradient glare is described as a "brilliant finish", alluding to the coatings the company makes for cars. This glossy feeling is extended to supporting graphics used in other applications. The logo comes in many colors, and can also be used as a window. Futurebrand also developed the name, designed to work across the world.
"The Challenge: Build and transition a new-to-world, stand-alone brand with something distinctive to offer. Prior to its sale, customers respected DPC’s spirit of innovation—an over 145-year legacy that carries over to the new company through its people, culture and scientific achievement. In order to both keep its existing customers and gain new market share, the company needed a brand steeped in experience and exuberance that resonated in 120 countries of operation and over a dozen languages.
The Idea: In its independence from DuPont, Axalta gained a significant advantage: the ability to focus 100% on coatings, and as such, be more nimble and responsive. Through that singular dedication, the company’s technologists develop solutions that truly drive efficiency for body shops, auto manufacturers, industrial clients and more. In doing what it does best, Axalta delivers performance at every turn.
The Solution: Futurebrand created an energizing name, positioning and visual identity that express Axalta’s vision to be a dynamic, performance driven company. It also signals the entry of a new kind of company on the market: one that takes advantage of a deep history to move its clients forward. The positioning embodies Axalta’s focus on performance at every measure and serves as the springboard into a bold visual identity." - Futurebrand