After the acquisition of Imperial Chemical Industries in 2007, AkzoNobel decided on a total brand overhaul. "New Bruce" was designed to be more robust and assertive, adding weight to the company's slogan "Tomorrow's Answers Today". Pentagram assisted in its visual system.
“Even without ICI, the company had wanted to bring Bruce up to date. In twenty years there'd been enormous growth; the ICI acquisition, the latest of many, simply added urgency. A related issue was the proliferation of powerful sub-brands, and the wish for rebalancing via a more powerful corporate presence.”
