ANTWERP, Belgium – Pan-European specialty chemicals distributor Azelis has launched a corporate rebranding program that will unite its 36 companies under one brand. Capitalizing on more than 10 years of acquisitions, the company has re-branded all of its companies into one Azelis.

Azelis’ Group Director Corporate Brand & Communications, Inge Declercq, explained, “Extensive research and market analysis led us to the view that Azelis united under one name, with a consistent visual identity and clearly articulated brand promise, would better represent our unique strengths and business focus.”

As with many major rebranding exercises, the changes to the Azelis logo are subtle, but the color palette used to distinguish the company’s International Business Areas has a new vibrancy reflecting the new tag line, “Refreshing chemical distribution.” These visual changes will become apparent early in 2011 with the launch of a new Web site, brochures, signage and stationery.