Sustainability and stability are key parameters that modern, innovative solutions ensure. This is especially true in materials science, where demand for high-performance products continues to grow. Arkema’s products and activities fully meet these requirements. Her valuable technological experience in materials science, commitment to high quality, and the responsibility of each member of the professional team allow her to play a leading role in developing new technological solutions. To achieve this goal by 2004, the brand launched a new strategy based on unique positioning across three high-potential areas: adhesive technology, the latest materials, and advanced coatings.
Last year, the brand focused on accelerating its transformation. This led to several important advances in key areas: green technology development, including batteries and electric vehicles; biomaterials and non-waste materials; and adhesives. The transition from a key player in the chemical industry to a leading spokesman for specialty materials has required a significant realignment and redesign of our identity. We urgently needed to create a new communication territory.
Starting with the logo and corporate colors, the brand upgraded the elements that drive recognition and visual communication. The Arkema logo became a text element made of rounded, curved letters, symbolizing the double transition. The gradient transition in the full-color version of the logo, from blue to green, and the smooth evolution of the letter K into MA effectively emphasized the shift in the brand’s direction and its commitment to innovative solutions.
At the same time, the changes in Arkema’s appearance have also prompted a rethinking of the identity of its subsidiary, Bostik, which will retain its historical recognition and visual strengths unchanged. At the same time, adjustments have been made to create a common identity that reflects the deep integration of all elements of the production group and draws on the confidence and strong support of the entire brand.