Dulux opts for new look san ICI

The paint brand's logo now features a white human figure holding a colour flourish beside the existing Dulux logo in a dark blue background. The ICI tag has been removed.

The Dutch paint brand Dulux has donned a new look. The new logo now features a white human figure holding a colour flourish beside the existing Dulux logo in a dark blue background. The ICI tag has been removed.

The development is post the Akzo Nobel acquisition of ICI in India, two years ago. The company had decided to continue with the ICI brand name and logo in India for a certain period for the long-standing relationship the brand shared with its customers in this market. The company now wants to have a uniform identity for the brand, across markets.

The new logo has been designed by the UK-based agency Design Bridge.

A Dulux spokesperson says, "The logo is the embodiment of the spirit of 'Let's Colour'. It celebrates a dynamic and inspiring celebration of colour, and what it can bring to life."

He adds, "The flourish brings energy and colour, and the inscribed brand name provides reassurance and confidence."

India is amongst the first few countries within the Akzo Nobel global network to activate this transition to the new Dulux brand identity."

For the record, McCann Erickson is the creative agency of Dulux Paints in India, while BBH is the brand's global agency.