Chemtura

New:  Vision, culture, name and logo

Launched:  July 1, 2005

Story in brief:
It takes a strong leader to submerge two companies into something completely new... "Forget your past; we will join together to start anew." But that is the branding strategy chosen by Chairman, President and CEO Robert L. Wood, saying "We want to build a new house, not remodel two old ones."

With a market cap of $3.3 billion, the combination could credibly seek the position of “the best specialty chemicals company in the world.” But this audacious goal would require both partners to transcend their previous identities. On July 1, 2005, when the merger (and the new name) took effect,  Bob Wood put it clearly:  “This is a transformational merger. We have been working intensely to create a new company with a new organizational design and new work processes. Our vision is to create the world’s best specialty chemicals company, not simply to add companies together.”

The creation of an entirely new company requires a comprehensive identity platform, as well as a logo. Consultants from Siegel+Gale guided Wood’s team through the necessary process, helping to articulate the defining position, cultural values and image goal… and then, of course, resolving the name and design, whose objective was (quite literally) “to make a splash in our industry.”  

Credits:
C.E.O. - Robert L. Wood
C.C.O. - Mary Ann Dunnell
Identity counsel and design - Siegel+Gale

First Impressions:
The name might seem strained at first, but it is appropriate (chemistry and the future) and fully functional; it should seat quickly. The design is appealing, expressive, and supports an attitude of pride.  Excellent work, and a clear example of leadership through branding.