Reach Out and Touch Me

With title apologies to Erasure. Amsterdam-based AkzoNobel, a powerhouse in the global production and distribution of decorative paints, performance coatings, and specialty chemicals, unveiled a new identity this past April, following the acquisition of ICI, one of the largest chemical producers in the world — the ICI name and logo will slowly fade away as they are not part of the rebranding. The original logo was designed by Wally Olins in 1988 through his namesake Wolff Olins, and the outstretched man was inspired by a Greek bas relief sculpture hosted at the Ashmolean Museum in Oxford chosen “as both a scientific and an artistic symbol, reflecting the values it wanted to express — those of striving and achievement.” The new identity was also designed by Wally Oli