Azelis to unite its 36 companies into one brand

Published: 21-Dec-2010

European speciality chemicals distributor rebrands

European speciality chemicals distributor Azelis will unite its 36 companies under a single brand from 1 January 2011. Capitalising on more than ten years of acquisitions, the company will rebrand all its companies, including S. Black, into ‘one Azelis’.

“Extensive research and market analysis led us to the view that Azelis united under one name, with a consistent visual identity and clearly articulated brand promise, would better represent our unique strengths and business focus,” explained Azelis group director corporate brand & communications, Inge Declercq.

“Changes in the corporate structure and business systems of the organisation implemented over the past couple of years have delivered significant efficiencies and value added services, without compromising the high standards of local knowledge and service that is so highly valued by our customers. We therefore think the time is now right to leverage the strength of the whole group under one unified brand to spearhead the future growth and success of Azelis.

“The exercise also affords us the opportunity to communicate widely all that the Azelis brand stands for and the reasons why our people, with their specialist industry sector knowledge, innovative products and a refreshing ‘can-do’ attitude, are the right people to do business with.”

Changes to the Azelis logo are subtle but the colour palette used to distinguish the company’s international business areas is more vibrant and has the new tag line ‘Refreshing chemical distribution’. Visual changes will become apparent early in the New Year with the launch of a new website, brochures, signage and stationery.

The company says the launch of the new corporate brand identity follows detailed consultation with employees, principals and customers.

"Becoming one company with a single identity and shared brand promise is deemed an essential element for the future growth and success of Azelis,” said Joris Coppye, ceo Azelis.

Azelis offers pan-European coverage, with additional operations in Mumbai and Shanghai, providing sourcing and distribution channels in every major market globally with access to the specialised market segments of animal nutrition, chemicals, coatings, composites, food & health, materials, pigments and additives (MPA), pharma, polymers and rubber as well as personal care.

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