What is “precious” in branding?
Clariant brand relaunch 2012
Clariant is a globally active Swiss corporation in specialty chemicals with around 22,000 employees. As part of a fundamental realignement of the company, a new brand identity was to be developed. It should bring to life the brand core of “appreciation” as an expression of esteem, sustainability and readiness to engage in dialogue.
The ‚Clarity’ image and graphic language, which stands for clarity, transparency and space, was the visual foundation used to determine the tonality of all design parameters and communication activities.
The new logo, a high-quality metallic body shaped as a stylized “C”, accompanied by an uncomplicated and forceful word mark, is at the focus. The “badge” as a brand-forming element in all communication is derived from the logo.
In close cooperation with Clariant, representatives of all disciplines at MUTABOR were engaged in an interdisciplinary process to develop a globally adaptable media package that included all relevant communication channels. MUTABOR also supported the implementation of the brand relaunch at the company with a coaching program.
In no time at all, a lively global community filling the brand core with life was created at Clariant. The new approach and the new vision of Clariant were not only expressed in a new corporate design, but also established and put into practice as a common attitude.
- Gerald Bucher, Marek Vogel, Convoy Digital Branding