Kraton Unveils New Brand Identity
Kraton Polymers LLC (Kraton), a leading global specialty chemical company, today introduced its new logo and brand identity. Kraton, the most recognized brand in its industry, has been the benchmark for styrenic block copolymers (SBCs) and associated with outstanding product performance and service for over 40 years. As the company kicks off its new strategic focus on breakthrough quality and innovation, Kraton wanted to reposition the brand and refresh its logo to reflect its future direction.
“The Kraton name and strong heritage remain core to us, but we are changing our strategic emphasis and, with it, the meaning and visual display of the brand,” said George Gregory, Chief Executive Officer and President of Kraton. “Kraton will continue to be the leader in the industry and stand for exceptional products and services, but we wanted to show to the world our excitement about our new innovation and growth potential.”
Kraton’s vision, to be a leading performance polymer company that delivers breakthrough products for innovative customers to win, is captured in its new brand, logo, and tagline. Kraton’s new tagline, Giving Innovators Their Edge™, recognizes its customers as true value creators and embraces a partnership approach to innovation. Kraton is a key enabler to its customers’ value proposition providing them with tangible and prominent competitive advantage.
The new three-triangle logo represents several key brand elements. The original blue color is maintained to convey the company’s rich heritage and core value of integrity. The three triangle blocks echo the first “tri-block” molecular structure of SBCs which has since been expanded by Kraton into numerous new structures. The blocks are purposefully assembled, reflecting Kraton’s unique ability to design polymers to meet specific customer requirements. The multi-colored third triangle demonstrates Kraton’s innovative spirit and ability and willingness to customize solutions through partnership with our customers. Finally, the choice of six colors in the third triangle corresponds to the six core values of the company understood and embraced by all Kraton employees: Integrity, Relationships, Teamwork, Problem Solving, Resilience and Results. Taken together, the new brand, logo and tagline show the components of Kraton’s new brand promise and sets the foundation for what customers can expect from Kraton in the future.
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Kraton
