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Building a brighter future
for a leader in coatings.
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Axalta
A brand built
on performance
and passion.
As a leading global company fully
dedicated to the protective paints
that coat our cars, trucks and even
homes, Axalta Coating Systems
specializes in brilliant color. But
as recently as 2012, this company
existed as part of a larger group
and under a different name: DuPont
Performance Coatings (DPC).
Following a successful acquisition by
the Carlyle Group, the new company
commissioned FutureBrand to
build a fresh, vibrant brand that
celebrates both its bold vision and
full spectrum of possibilities.
The Challenge
Build and transition a new-to-world,
stand-alone brand with something
distinctive to offer. Prior to its
sale, customers respected DPC’s
spirit of innovation—an over 145-year
legacy that carries over to the
new company through its people,
culture and scientific achievement.
In order to both keep its existing
customers and gain new market
share, the company needed a
brand steeped in experience and
exuberance that resonated in
120 countries of operation and over
a dozen languages.
©FutureBrand 2013
The Idea
In its independence from DuPont,
Axalta gained a significant
advantage: the ability to focus 100%
on coatings, and as such, be more
nimble and responsive. Through that
singular dedication, the company’s
technologists develop solutions that
truly drive efficiency for body shops,
auto manufacturers, industrial clients
and more. In doing what it does
best, Axalta delivers performance
at every turn.
The Solution
Futurebrand created an energizing
name, positioning and visual
identity that express Axalta’s vision
to be a dynamic, performance driven
company. It also signals the entry
of a new kind of company on
the market: one that takes advantage
of a deep history to move its
clients forward. The positioning
embodies Axalta’s focus on
performance at every measure
and serves as the springboard into
a bold visual identity.
Axalta Case Study
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Axalta
An essential first step in building a fullscale brand program was creating a
name that connotes front-runner status.
Firm yet memorable, Axalta celebrates
the company’s unparalleled focus and
drive to win. It cues upward motion and
underscores the ambition and status
that set the company apart. Paired with
Coating Systems, the name speaks to
the global, integrated suite of solutions
the company offers.
Because the name Axalta represents
a truly global company, it was absolutely
essential that it translated across
languages and cultures. FutureBrand
led a global effort to ensure that Axalta
Coating Systems resonated clearly and
compellingly in key markets. This indepth process resulted in translated
and transliterated names in Thai,
Korean, Japanese, Chinese and Cyrillic,
as well as an eventual suite of local
language logos.
©FutureBrand 2013
Axalta Case Study
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Axalta
Next to the new name, a new identity
was easily the most marked symbol
of change. Inspired by the idea that
a company built for performance
must be simply brilliant in all aspects—
its products, people and attitude—
we developed a bold, reflective "A"
to serve as the company’s logo mark.
Embedded with a forward-looking
road, the logo symbolizes Axalta’s
performance and category leadership,
with a brilliant finish that cues a
passion for coatings.
©FutureBrand 2013
Axalta Case Study
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Axalta
Inspired by the new positioning, we
developed a new set of global values
that could help employees take
ownership of the changed company.
Drawn from the past, but refreshed
for today, these values inspire
Axalta's people to put customers at
the center of everything; ultimately
developing advanced solutions that
move businesses forward.
Axalta is a company both energetic
and impassioned, but this did not always
come across in communications. We
codified a brand personality that helped
bring this fervor to life. The personality
attributes impacted everything from
messaging to design, but were especially
significant in the development of a
bold new tone of voice. Balancing the
technical with the human, Axalta’s voice
is one-of-a-kind in the industry.
Extensive tone of voice and messaging
guidelines help communicators
implement the new brand consistently,
around the world and across audiences.
From auto manufacturers to community
members, we produced specific
messaging cues to help the new
positioning and values resonate with
every group Axalta touches.
©FutureBrand 2013
Axalta Case Study
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Axalta
The new visual identity system
includes a fresh surface graphic;
dynamic, full color palette and
modern yet engaging typeface.
These elements work together
to express the new company’s
agility and drive to win across
every touchpoint.
FutureBrand implemented the new
look across digital and physical
mediums alike, using the robust and
flexible visual identity system.
A X A LT A C O A T I N G S Y S T E M S
Brilliant.
From every
angle.
A X A LT A C O A T I N G S Y S T E M S
A X A LT A C O A T I N G S Y S T E M S
Singular focus is the key
to big performance.
Axalta is 100% dedicated to
advancing the science and
technology behind coatings.
A 145-year legacy of innovation
inspires us to perform better
in every measure, designing
systems that help our customers
run at their best.
Fueled by passion
and perspective,
we’re building
a future that’s
simply brilliant.
axalta.com
axalta.com
Subhead copy goes here
in one or more line, Neo Sans
regular 32 Pt.
axalta.com
©FutureBrand 2013
Axalta Case Study
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Axalta
Transportation
Aviation
Architectural & Decorative
Windows Doors & Cladding
General Industrial
Agriculture & Construction
Strength that
moves the world.
Creating brighter
buildings.
Simply smarter
manufacturing.
Advancing operations around the world.
Advancing operations around the world.
Advancing operations around the world.
A X A LTA C O AT I N G SYS TE MS
A X A LTA C O AT I N G SYS TE MS
A X A LTA C O AT I N G SYS TE MS
JUNE - JULY 2013
News
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104
Celebrating one hundred and
four years of innovation
Page 08
Axalta shines on interna
tional stage.
Technical data sheet
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Axalta
Product Name XYZ
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for metal core printed
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Type
A two-component, 3.5 VOC, polyurethane basecoat.
Description
Ideal for dealers, independent shops, fleets and municipalities who want a cost-effective
basecoat that features good performance, good color capability and very good
appearance at a maximum applied VOC of 3.5 lbs/gal. Available in solid and metallic
colors, this acrylic urethane basecoat uses the DuPont Multi-Temperature Platform and is
mixed using PowerTint™ tints.
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Suggested Uses
• Panel, multi-panel, overall repairs and rebranding
• Two-tone applications
• Older fleet assets, commercial vehicles, truck bodies, transit bus and light rail,
beverage and delivery trailers, emergency vehicles
Not Recommended For
Immersion service or over lacquer finishes.
˚F/˚C
Compatibility With Other Coatings
Compatible with all DuPont OEM and DuPont Commercial Finishes primer systems.
Must be clear coated with DuPont™ Excel™ Pro 3430S™ 3.5 VOC or 3420S™ 2.1
VOC clear coats.
•
•
Dry Film Characteristics*
Chemical Resistance
EXCELLENT
Weatherability
VERY GOOD
Humidity Resistance
EXCELLENT
Acid Resistance
VERY GOOD
Alkali Resistance
EXCELLENT
Solvent Resistance
VERY GOOD
Abrasion Resistance
EXCELLENT
Flexibility
EXCELLENT
* Note – when properly clear coated.
Mix Ratio
Combine components and mix thoroughly. Filter material prior to spray application.
A+ B+ C
Two Component System
Parts by Volume
Axalta™ Excel™ Pro Basecoat (EK quality)
Axalta™ 15303S™, 15305S™ or 15307S™ Activator
4
1
Axalta™ 15303S™ Low Temp Activator
Axalta™ 15305S™ Medium Temp Activator
A X A LTA C O AT I N G SYS TE MS
A carefully crafted collateral
system updates Axalta’s diverse
sales and marketing materials,
while the website redesign brings
the company’s vividness upfront.
©FutureBrand 2013
Axalta Case Study
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Axalta
Corporate
brand
Customer
Industry
Automotive
Transportation
General
Industrial
Architectural
& Decorative
Specific
Sector
Original
Equipment Manufacture
Rail
Facilities
& Structures
Windows,
Doors
& Cladding
Refinish
Fleet
Bus
Trucks
Trailers
& Bodies
Equipment
& Machinery
Oil & Gas
RVs
HVAC
Aviation
Agriculture
& Construction
Marine
Furniture
Electrical
Insulation
Axalta's new go-to-market strategy is clearly reflected
in its website, one that helps customers better
understand and navigate the company's portfolio.
In line with the new positioning, FutureBrand
recommended a go-to-market strategy that put
customer industries at the center and better positioned
Axalta’s offerings in an ecosystem of products and
services. The resulting brand architecture also ensures
an easier transition into new markets.
©FutureBrand 2013
Axalta Case Study
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Axalta
We also created Axalta’s first corporate
capabilities brochure, a dynamic
introduction to the company that is
engaging and entirely unprecedented
in the coatings space.
©FutureBrand 2013
Axalta Case Study
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Axalta
In advance of the brand’s launch,
FutureBrand developed a comprehensive
training and engagement program
that introduced executives to the brand.
Additionally, we supported global
launch-day events and designed
collateral to mark the arrival of this new
company in the market. A set of launch
advertisements brought the Axalta
message to the industry and customers,
while launch-day posters, banners,
presentations and branded mementos
helped rally employees around
the world.
©FutureBrand 2013
Axalta Case Study
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©FutureBrand 2013