Azelis United

Citation

(2011), "Azelis United", Pigment & Resin Technology, Vol. 40 No. 3. https://doi.org/10.1108/prt.2011.12940cab.011

Azelis United

Article Type: Industry news From: Pigment & Resin Technology, Volume 40, Issue 3

Leading pan-European specialty chemicals distributor, Azelis, has launched a corporate re-branding program which will unite its 36 companies under one brand from the January 1, 2011. Capitalizing on more than ten years of acquisitions, Azelis announced today the re-branding of all its companies into “one Azelis”. The re-branding is the culmination of the Group’s considerable investments over the last few years, in people, training, systems and focus on excellence – all initiatives designed to improve our service to customers and principals, globally and locally. Azelis Group Director Corporate Brand & 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.”

“Changes in the corporate structure and business systems of the organization 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. We therefore think the time is now right to leverage the strength of the whole group under one unified brand to spearhead the future growth and success of Azelis.”

“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.”

As with many major re-branding exercises the changes to the well-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 the new year with the launch of a new web site, brochures, signage and stationery. The launch of the new corporate brand identity follows detailed consultation with employees, principals and customers. The consensus view from all parties was that the re-branding decision was the logical and natural evolution for Azelis at this point. Joris Coppye, CEO Azelis added: “Becoming one company with a single identity and shared brand promise is deemed an essential element for the future growth and success of Azelis.”

Recently, Azelis offers complete pan-European coverage, with additional operations in Mumbai and Shanghai. With sourcing and distribution channels in every major market around the world, Azelis offers access to the specialised market segments of animal nutrition; chemicals; coatings; composites; food and health; materials, pigments and additives; personal care; pharma; polymers and rubber.