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With title apologies to Erasure.
Amsterdam-based AkzoNobel, a powerhouse in the global production and distribution of decorative paints, performance coatings, and specialty chemicals, unveiled a new identity this past April, following the acquisition of ICI, one of the largest chemical producers in the world — the ICI name and logo will slowly fade away as they are not part of the rebranding. The original logo was designed by Wally Olins in 1988 through his namesake Wolff Olins, and the outstretched man was inspired by a Greek bas relief sculpture hosted at the Ashmolean Museum in Oxford chosen “as both a scientific and an artistic symbol, reflecting the values it wanted to express — those of striving and achievement.” The new identity was also designed by Wally Olins, now through his new company, Saffron. The old logo was clunky at best, even if metaphorically strong, so the redesigned male of unidentified race or political inclinations is a welcome evolution to the concept — although it seems more fitting for a healthcare organization than a decorative paints producer, but I am willing to take the leap of faith. The accompanying typography is enjoyable and foregoes the all-lowercase trend, proving that it’s possible to appear accessible and friendly while maintaining a corporate demeanor. There is a wealth of references about the AkzoNobel brand, so please enjoy at your own pace: An overview and brief history of the identity, Brand Center, showing well edited brand movies, and a press release.
Jump to Most Recent Comment
Harris’s comment is:
In both logos, it is impossible to tell what the company does. However, the new one includes a bald man who promises solutions to major problems. I don't like the large amount of space under the tagline either.
On May.15.2008 at 10:22 AM
josh’s comment is:
I'm glad the Silver Surfer is finally getting the recognition he deserves.
On May.15.2008 at 10:34 AM
Ty’s comment is:
That is very Silver Surfer isn't it?
They certainly drank a good portion of the Wally-kool-aid, so it's nice to see so many resources on the company brand.
I really enjoy the color liquids used on the web site, very simple and clean.
On May.15.2008 at 10:39 AM
Brad’s comment is:
I think this is all beautiful, but isn't it a little over the top for a paint/chemical company?
The website reveal video was downright nauseating - almost a parody of corporate marketing. Lofty and ethereal with no reason to be.
Seems like they're overcompensating for the bad rap chemical companies tend to get, which is going to make consumers that much more suspicious.
On May.15.2008 at 10:46 AM
Mike’s comment is:
If I saw that logo out of context, I would have absolutely no idea what AkzoNobel does. This isn't helped by a tagline completely devoid of any meaning.
It looks like the identity of some pseudo-company set up as a corporate front to Dr. Evil's/Syndrome's empire!
On May.15.2008 at 11:01 AM
Greg Formager’s comment is:
Glad to see they are maintaining a corporate demeanor. The world definitely needs more of that.
On May.15.2008 at 11:07 AM
Moe Z.’s comment is:
Leni Riefenstahl.
On May.15.2008 at 11:08 AM
Ty’s comment is:
See I think their point is to be vague, though. I work in-house for a chemical company, and we don't really like to say "chemical." We like to be more vague and say things like "maintenance."
Of course, this might just be an example of them drinking the Wally-brand-kool-aid. Perhaps he's gotten them so excited about branding that they have kind of missed the point.
On May.15.2008 at 11:08 AM
Darrin Crescenzi’s comment is:
The rendering of the figure is superb, but it seems awfully compositionally limiting to have the rule be a necessary part of the design. I feel like the he could have been tapered off in the torso, á la the old logo, resulting in a more versatile mark.
Overall a nice update, the wordmark is really great.
On May.15.2008 at 11:18 AM
Marc’s comment is:
I came here to say Silver Surfer. Damn.
More over the top inspiration?
Dave Klonke’s comment is:
Looks more like a footer than a logo; albeit a nice footer.
On May.15.2008 at 11:39 AM
Anonymous’s comment is:
How can it be designed by Wally Olins when Mr. Olins is not a designer? He's built those 2 businesses, and deserves credit, but not as a designer. To credit him as designer shows a serious misunderstanding of branding.
On May.15.2008 at 11:44 AM
Armin’s comment is:
> but not as a designer. To credit him as designer shows a serious misunderstanding of branding.
No sir, you are misunderstanding design and what being a designer is. Design is not about putting together the final artwork, it's about guiding the proper conceptualization and visualization of an idea into a tangible reality.
It's all semantics though, and I can see where the argument is coming from.
Too bad the comment was posted anonymously, it's hard to care much about those comments.
On May.15.2008 at 12:06 PM
Jeff’s comment is:
I really like the logotype, but, to agree with the posters above, the icon is way over the top for a paint company. Same thing with the slogan. Still, this redesign is an upgrade.
On May.15.2008 at 12:13 PM
Darrel’s comment is:
Tomorrows Answers Today!
But is the paint any good?
On May.15.2008 at 12:20 PM
Tim’s comment is:
Love the mark. Agree with it being vague and over the top. Tomorrow's Answers Today? That makes want to puke. All it needs is some ellipsis.
On May.15.2008 at 12:23 PM
Kristin’s comment is:
I'm with Tim--that slogan is just terrible.
And totally ambiguous. Paint? I never would have known.
My assessment: the logo may be pretty but it doesn't tell you anything about the company.
Prescott Perez-Fox’s comment is:
Well done. The new version is modern and sleek yet still simple and versatile enough for various applications. I love that illustration of the man with the negative space, always a great style. The one thing I would change is to remove the strapline and enlarge the AkzoNobel wordmark. "Tomorrow's Answers Today" sounds very 1939 World's Fair, no? I agree, however, that this new identity still doesn't lead us to any clue about what the company does, or with what qualities.
The old version reminds of the BT piper, also designed by Wolff Olins in that same era. Amazing how outdated stuff looks from only 20 years ago.
On May.15.2008 at 03:39 PM
ScottS’s comment is:
Masterful execution, cool typography...but the tagline is pretentious and the overall message is vague. Isn't a logo meant to communicate the essence and character and spirit of the company? To me the color and imagery of this logo communicate medicine, pharmaceuticals or health care...paints, not so much.
Still, it's pretty to look at!
On May.15.2008 at 05:20 PM
Prescott Perez-Fox’s comment is:
They make paint? Whoa, I totally missed that and simply read "chemicals." I think your point is proven, Scott.
On May.15.2008 at 05:40 PM
Bendy’s comment is:
Hmmm... beautiful, but says nothing about chemicals, paints, or surface treatments (except for the obvious Sistine Chapel reference)...
Colors, typography, and logo look like a pharmaceuticals company to me. But the illustration is beautiful!
On May.15.2008 at 07:04 PM
Anonymous’s comment is:
Paul’s comment is:
I drew the connection with Michelangelo's work as well.
Not totally convinced about the mark.
*shrug*
there's plenty worse.
On May.15.2008 at 08:01 PM
LadyN’s comment is:
Wow. that's deep. Nice.
*saying "Tomorrow's Answers Today" 3 times fast*
I still don't get it.
Mr Posen’s comment is:
The Silver Surfer reciting Shakespeare?
It all feels a bit pretentious to me.
JR’s comment is:
Yikes. I like the typography, the colors, the illustration and I can even live with the gradient. They're all an obvious evolution from the old logo.
...but that's the problem, right?
What did the old identity tell us about Akzo Nobel and their business? How appropriate were the color choices back then?
Decent redesign if the old identity worked but in this instance there should've been some fundamental changes to not only update but also inform and "appropriatize." Others have already made the comments about this looking too health care-ish, the tag line inducing bile-filled reactions, the illustration adding an unnecessary awkwardness, and, by all measures, a good redesign of a flawed concept becomes a shoulder shrugging affair.
And is the guy wearing a baldric?
On May.16.2008 at 01:43 PM
patrick’s comment is:
Not to be a pest, or a music snob... but I think the title of the post is a reference to a Depeche Mode song... not Erasure.
I do agree with the review.
On May.16.2008 at 03:10 PM
Paul’s comment is:
Am I the only one who's bothered by the white stripe coming down from the figure's left shoulder? Is he wearing overalls with only one side fastened? That's the closest they get to referencing paint.
Oh, and to answer Darrel's comment, ICI makes Dulux and Glidden, two excellent paints, so, yes.
On May.16.2008 at 03:18 PM
patrick’s comment is:
my apologies, amrin... you're right about erasure.
On May.16.2008 at 04:47 PM
dg3’s comment is:
Works for me, and most importantly, it's better than the old one.
On May.16.2008 at 05:55 PM
kristen’s comment is:
Oddly enough, the tagline doesn't bother me. They seem to be really pushing the sustainability angle (as many companies are these day) and this is also the corporate umbrella company, no? So having more of a mission-based tagline instead of a product-based tagline (i.e. paint/chemicals) works for me. I'd like to think that the corporate parent entity is somehow thinking about both the long-term benefits and environmental impact of all the chemicals they are creating.
On May.17.2008 at 09:02 AM
Sanjay Basavaraju’s comment is:
In me, it evokes a stimuli response of someone helpful and sympathetic. These days paint companies call themselves as solution experts. Painting business also thrives on trends and forecasts. To me the direction seems fine.
But. The execution to me seems like an award reinstated by Nobel Peace Foundation for outstanding achievement by sports persons who have inspired us.
On May.17.2008 at 01:07 PM
Lee’s comment is:
looks way too much like this douche bag pro 'rassler
mongoose’s comment is:
Hmmm. I think they've pushed it a bit too far into dynamic, what with outstretched hand guiding towards utopia. It's a bit much. The new Typography is a nice improvement, crisp and legible- and those subtle curves atop the k b and l are very nice.
The ICI logo was a nice one, if staid. Bit of a shame to see that go.
On May.18.2008 at 04:40 AM
Chris Ayton’s comment is:
They have already slipped up on the adherence to their brand guidelines. The video mentions using capitals for 'T', 'A' & 'T' in the tagline.
However, on company overview - identity page the text includes; "It contains a promise – Tomorrow’s answers today – that motivates us to deliver..."
whoops.
On May.18.2008 at 09:16 PM
Von Glitschka’s comment is:
When I first looked at this I thought it was rendered really well, but when I read further and saw what the client type was it was clear that all though well executed it wasn't an appropriate direction for this type of client.
The brand flavor struck me as a pharmaceutical company. The name sounds on par with the like of "Crestor" or "Viagra" etc.
On May.19.2008 at 06:40 AM
Plamen’s comment is:
I'd rather go for Depeche Mode's Personal Jesus for the (a) title.
On May.19.2008 at 06:47 AM
AL’s comment is:
I don't think the corporate logo needs to say 'paints' or even 'chemicals'. They have all the brands to do it.
On May.19.2008 at 07:25 AM
Kristi ’s comment is:
The new one is definitely a better logo, but not a better logo for a company that makes paint. Did the creator do his research?
I do feel like the text could be better integrated. Right now it just looks like it was put there, it doesn't look thought out.
On May.20.2008 at 11:02 AM
virginia kahalijn’s comment is:
I saw another version of this logo where the type is below the blue man and has a shorter line. Almost identical to the ugly old logo.
On May.20.2008 at 06:25 PM
orangetiki’s comment is:
Ugh someone fix that elbow. I know it is to be a shadow, but it looks like he has a talon sticking out of his elbow.
On May.21.2008 at 11:39 AM
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