On June 3, Products Finishing magazine visited Axalta Coating Systems’ powder coating headquarters in Houston to attend the global roll-out of a new corporate brand identity that company officials say captures the scope of its business around the world.
The new logo highlights the Axalta name as well as its focus on performance and will provide a consistent and clear symbol of the company and the products and services Axalta (formerly DuPont Performance Coatings) provides to more than 120,000 customers in 130 countries.
“We’re tremendously excited about our new look and what it says about our future. It embodies our commitment to move ahead in the marketplace, putting customers first and offering an exciting portfolio of brands,” says Axalta Chairman and CEO Charles Shaver. “As a leading company that is 100 percent dedicated to developing, manufacturing and distributing coatings, we are poised to perform and deliver on our customer commitment.”
Shaver spoke with all Axalta divisions via satellite, including the powder coating group in Houston that included Nigel Budden, vice president, North America Region, and David Lazzeri, business and marketing manager of the powder coatings business in the Americas region.
Shaver gave a presentation on the new brand/corporate philosophy, followed by Budden speaking to just the Americas’ locations.
“Our 35 operations centers are focused on producing the highest quality coatings and are located close to our customers on four continents to ensure we can respond quickly to their needs. For example, we just announced a decision to build a new facility in China to support the growth in new vehicle production,” Shaver says. “With over 145 years in the coatings industry, we’ve got a tremendous foundation on which to continue to innovate in the future and give our customers cutting edge resources from the hottest colors to the best application technologies.”