Akzonobel Logo

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Akzonobel Logo

The Akzonobel logo was inspired by a Greek bas relief sculpture hosted at the Ashmolean Museum in Oxford.

Meaning and history

Akzonobel Logo history

1994

Akzonobel Logo 1994 2008

The original logo was designed by Wally Olins. Back then, he worked in his namesake Wolff Olins, while today he is the Chairman of Saffron Brand Consultants, an independent global brand consultancy. He designed the original emblem in collaboration with Martijn Rijven, an Amsterdam-based illustrator and designer. According to some sources, it was adopted as an official mark in 1994, while Saffron’s website states, it was created in the 1980s.

The old logo was supposed to represent “striving and achievement.”

2008

Akzonobel Logo

The current logo was introduced in 2008, after AkzoNobel purchased Imperial Chemicals Industries (ICI), one of the largest chemical companies in the world. As ICI itself had a pretty strong brand identity, AkzoNobel decided to make its own brand identity more powerful, too.
The updated Bruce seems to have more energy and purpose. His posture combines commanding and welcoming associations. According to Saffron, which is responsible for the update, the redesigned emblem conveys the idea that AkzoNobel’s success is the result of “forward-looking individual and collaborative achievement.” Also, it is supposed to represent the slogan “Tomorrow’s Answers Today.”

In addition to altering the shape of the logo, the designers also introduced a gradient.

Interestingly, on the day the updated Akzonobel logo was introduced in April 2008, the company’s share price went up by 3%.