Azelis united by re-branding business

By Andrew McDougall

- Last updated on GMT

Related tags Corporation

After more than ten years of acquisitions, specialty chemicals distributor Azelis has launched a corporate re-branding programme aiming to unite its 36 companies under one brand.

Azelis says the re-branding is the culmination of the Group's considerable investments over the last few years, designed to improve its service to customers and principals, globally and locally.

Research and analysis formed decision

“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,” ​explained Azelis group director Corporate Brand & Communications, Inge Declercq.

The Belgium-based organisation believes the time is right to leverage the strength of the whole group under one unified brand, with the aim of spearheading future growth and success.

“Changes in the corporate structure and business systems of the organisation implemented over the past couple of years have delivered significant efficiencies and value added services, without compromising the high standards of local knowledge and service that is so highly valued by our customers,”​ Declercq continued.

Logo changes

As well as the re-branding exercises the firm will go through, there will also be subtle changes to the Azelis logo which it says are only subtle and the colour changes are used to distinguish the company’s business areas, along with incorporating its new tag line ‘Refreshing chemical distribution’.

These visual changes will become apparent early in the New Year with the launch of a new website, brochures, signage and stationery, Azelis said.

The launch of the new corporate brand identity follows consultation with employees, principals and customers. The chemical company said the consensus view from all parties was that the rebranding decision was the logical and natural evolution for Azelis at this point.

"Becoming one company with a single identity and shared brand promise is deemed an essential element for the future growth and success of Azelis”​ Joris Coppye, CEO Azelis added.

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