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Azelis (Antwerp, Belgium) announced the rebranding of all its companies into “one Azelis.” The rebranding is the culmination of the company’s acquisitions and investments during the last few years. Group director of corporate brand and communications Inge Declercq explained, “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. The exercise also affords us the opportunity to communicate widely all that the Azelis brand stands for and the reasons why our people, with their specialist industry sector knowledge, innovative products and a refreshing ‘can-do’ attitude, are the right people to do business with.”
The changes to the known Azelis logo are subtle but the color palette used to distinguish the company’s international business areas has a new vibrancy, reflecting the new tag line “Refreshing chemical distribution.” These visual changes will become apparent early in 2011 with the launch of a new website, brochures, signage and stationery.