DuPont

Founded in 1802, DuPont is one of America’s most innovative companies, responsible for countless products, including: Polyester, Teflon, Kevlar, Stainmaster, and Lycra. While a handful of DuPont’s brands have become household names, the majority of the company’s 35,000 products are chemical ingredients with very little brand awareness.

Research with customers, industry analysts, and employees confirmed that awareness of the DuPont name and oval logo was high, perceptions of the brand were positive, and linking the DuPont brand to its products enhanced customer perceptions—particularly of generic products that were difficult to differentiate.

Yet DuPont lacked a clear identity system to define how its valued corporate brand should be used in association with the company’s product brands. On the contrary, the company was creating hundreds of proprietary logos and design systems each year without consistency or integration with the parent or other product brands.

To address these challenges, an identity system was built to strategically manage the use of the DuPont brand in conjunction with its products, to ensure a clear, consistent and relevant global image. The company brand benefits by clarifying the breadth of its portfolio, and the distinct product brands benefit from the positive associations with the parent brand. And the company also saved millions each year in unnecessary design services.

This work was led by Charles Rashall while employed at Landor Associates.

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