New branding for AkzoNobel Wood Coatings

The objective of the rebranding of various product technologies was for it to be simple, memorable, striking, informative and internationally understandable.

The first step was to find a special name for each technology. A corresponding letter abbreviation explains the technology and the type of product. The subsequent three-digit number code also represents the specific type of product it is categorised as. The numbers after that represent the gloss level (if applicable), followed by the colour name (if applicable).

A further step was the eye-catching realisation of the various product types in terms of packaging. We are currently in the process of introducing a single blue container with the white AkzoNobel logo. This changeover will, however, take several months due to the corresponding order volumes at the various production sites.

Because the labels are intended to be informative and internationally understandable, and because the product range must be easily distinguishable, the label design uses different colour codes to differentiate the product technology and product labelling. Pictograms indicate the processing technology and product application at a glance. However, as we are applying the changing successively at the various production locations, it may take several months for all products to have a uniform appearance.

 The visualised info graphic shows the naming and labelling system in detail.

You can request the poster from your sales representative or download it.