Pentagram rolls out new face of Akzo Nobel

Dutch paint and chemicals giant Akzo Nobel is rolling out an updated identity and a new set of brand guidelines by Pentagram Design.

Akzo Nobel bought British paint and chemicals company ICI last year, dropping its name but retaining sub-brands such as Dulux and Polycell.

Pentagram was appointed in January, following an unpaid creative pitch against one or two other design groups.

Akzo Nobel briefed Pentagram to create a ‘dynamic, strong but practical’ update of its marque, says the consultancy’s account director Nicolle Carter. Wolff Olins created the original identity in 1989. The figure of a man, based on an ancient Greek bas-relief, has since undergone several updates, the most recent one revised by Saffron Design.

Saffron and Pentagram co-operated to create the latest iteration of the logo.

Pentagram’s brief also includes laying out principles for the use of colour, photography, imagery, layout and copy.

Pentagram has introduced a graded colour palette intended to reflect Akzo Nobel’s connection with colour variations.

The guidelines will be applied across every aspect of the company’s operations, including internal and external communications, and marketing.

Pentagram will act as global brand guardians for Akzo Nobel throughout the 18-month long implementation of the branding.