ICI reacts with Bamber Forsyth

Bamber Forsyth has created the name and identity for Synetix, a company specialising in catalysts, the agents which speed up the process of chemical reactions.

The new company launched on Wednesday and comprises the catalyst divisions of client companies ICI Katalco, ICI Vertec, ICI Tracero, Unichema and Crosfield.

Synetix is part of ICI’s move towards the speciality end of the chemical market.

“The name Synetix… implies continuity and echoes the word synergy,” says Bamber Forsyth project manager Helen Lindsay.

Consultancy managing director Clare Fuller says the name is echoed in the visual identity. “[The logo] suggests molecules joining and separating, which represents both the nature of catalysts and the dynamic of the company forming different teams and alliances,” says Fuller.

The identity has already been applied to the client’s website, stationery, signage and will roll out to vehicle livery, literature and presentation material by early next year.

Bamber Forsyth is also working up an identity for another new ICI business, formed by the merger of various, unnamed divisions within the ICI group.

Bamber Forsyth recently promoted senior director Lee Hoddy to the position of creative director, a post vacated when Jon Henry left the group last year.