Thumb’s up to Infineum identity

Thumb has created the identity for Infineum, the new 1bn company formed by the merger of Shell UK’s and Exxon Corporation’s additive divisions.

The name was worked up by Interbrand’s New York and London Offices when the deal was announced 18 months ago.

Infineum creates additives to ensure fuels and lubricants can operate in extreme weather conditions. One of its products prevents oil from freezing. The company went live on 1 January.

“The new logo is intended to be clean, simple and professional and uses interlocking ripples to represent the fusion of people and technologies from two leading additives businesses… [The ripples] also highlight the close partnerships which Infineum [hopes to] forge with its customers,” says a Thumb spokesman.

The new identity will be applied to stationery, signage, labelling, livery and literature.

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