CGI simplifies ICI’s visual identity system

ICI’s logo is being revamped and its visual identity programme simplified by Corporate Graphics International.

The chemicals giant bought Unilever’s four speciality chemicals businesses last July for 4.9bn. This spurred the company on to review its identity system, says CGI managing director Stephen Thomas.

“Simplification and updating of ICI’s global corporate identity was crucial in order to reflect the repositioned company and take it into the next century,” says a CGI spokeswoman.

The initial aim was to assimilate the Unilever companies – Quest International, Unichema, Crosfield and National Starch & Chemical – under ICI’s umbrella brand, while keeping their existing names and identities.

The ICI logo, which has not been touched since Wolff Olins worked on it in 1989, has been evolved. “The identity was out of control,” says Thomas. “We are making some changes to the ICI ’roundel’ because there are about six different versions for different uses.” The consultancy is creating a simpler roundel and slashing the number of variations.

The new design systems will be applied to stationery, literature, signage and livery. The first work will be out in early summer, both as a hard copy manual and interactive CD-ROM manual.