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DuPont’s new brand purpose is 'To empower the world with the essential innovations to thrive.'
October 4, 2018
By: Anthony Locicero
Copy Editor, New York Post
DowDuPont said in February 2018 that its Specialty Products Division would carry the DuPont name when it becomes an independent company. The company is taking the next step towards becoming the new DuPont – expected around June 1, 2019, subject to the approval of DowDuPont’s Board of Directors – by unveiling a new global brand identity and logo. “Our new branding is one of many steps we are taking in DuPont’s transformation and amplifies what we do: Help our customers solve complex problems, and turn their best ideas into real-world products and solutions,” said Barbara Pandos, chief communications officer, Specialty Products Division of DowDuPont. “It preserves the legacy shape of the iconic DuPont oval, which for more than a century has provided a seal of quality, performance and trust, but it will no longer be constrained by an elliptical border – signaling a collaborative and open flow of ideas and innovation.” DuPont’s new brand purpose – “To empower the world with the essential innovations to thrive” – builds upon a 200-year history of discovery and progress. Some examples of DuPont’s best-known product brands include Kevlar fiber, Tyvek high-performance materials, Sorona renewably sourced fiber and Danisco food ingredients. And the new DuPont portfolio includes Great Stuff insulating foam sealant. The new logo will appear and be featured on the company’s digital channels. Packaging and signage will be changed over gradually following the launch of the new company.
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