AMSTERDAM, the Netherlands - AkzoNobel announced an important step in its global Decorative Paints' marketing strategy: a single global brand identity for its retail consumer paint range. The Let's Colour identity includes the brands Dulux, Flexa, Levis, Alba, Coral, Sadolin, Marshall, Astral, Bruguer, Dulux Valentine, Inca, Sadolin and Vivechrom.
The new global brand identity is being rolled out worldwide, starting in Canada, China, India, Southeast Asia and Pacific, and the Netherlands. Other countries and regions will follow during the course of the year, with the new brand identity eventually being deployed in close to 50 key markets. In addition, the AkzoNobel company endorsement will be introduced on the front of packs, as well as on all advertisements, product Web sites and other relevant marketing materials.
Developed through extensive research, the new brand identity is based around a "Flourish" logo, which embodies the Decorative Paints' global Let's Colour campaign. It features a human figure and colorful "Flourish", which will appear on all product packaging for the Let's Colour brands.