Nouryon – New Brand Name of AkzoNobel Specialty Chemicals
The former AkzoNobel Specialty Chemicals has reached deep into its nearly 400-year history for inspiration for a repositioning following a move into private ownership. The company is being relaunched as Nouryon, a name that borrows from one of its predecessors, and it has a new brand and purpose to reflect its goal of unleashing its full potential as an independent global specialty chemicals leader.
The new brand was developed using extensive employee input. “We wanted to find a name and purpose that would both build on our heritage and speak to the future,” said Vivi Hollertt, the company’s Chief Communications Officer.
“Noury & Van der Lande, founded in 1838, was one of the first companies to recognize the important role chemistry could play in everyday life. “Today, we are still a world leader in essential chemistry used to manufacture everyday products,” she said.
The concept of Nouryon’s new brand identity also builds on employee feedback about pride in the company’s role as a producer of essential chemicals and history of forming strong partnerships.