Lyondell Chemical Company
Brand Identity
Lyondell Chemical Company was formed with the merger of Lyondell-Petrochemical Company and Arco Chemical Company, and is one of the world’s largest chemical companies. The combined company has a preeminent global position through its numerous manufacturing and points of delivery worldwide. Lyondell Chemical has dedicated itself to being the low-cost producer through technology and process innovation with a management focus dedicated to success through world-class people, processes and products. Lyondell was intent on establishing its identity as representative of these positions. However, the challenge of merging two very different cultures required a corporate branding initiative for both internal and external communication.
Savage was selected initially to design the company’s new corporate logo. Following the launch of the branding program, Savage provided design consultation, creative services and implementation support for the company's identity rollout and applications of the new logo and naming protocol, and a system for creating announcements, print advertising, financial reports and marketing collateral.
The design of the Lyondell logo began by creating a hexagon – symbolic of the chemistry – out of three adjoining "Ls", representing Lyondell’s multiple lines of business and the fact that Lyondell creates more value as a whole than as the sum of its parts.
When given dimension, two cubes emerge, one as the overall shape, and one at the core of the symbol. Since the cube is one of the simplest and most solid of geometric shapes, we felt this occurrence well represented the direct, low-cost operating strategy of Lyondell. The logo is Process Blue and Black to save cost in fact, not just in theory.
If you look closely, you will notice that an optical illusion is also created. Therefore, the logo is in constant motion just as Lyondell is ever changing through innovation and growth to meet the needs of the market. The parallel lines connect the Ls and represent the exchange of ideas and communication encouragedby Lyondell.
Following the debut of the Lyondell logo, Savage designed the complete corporate identity system, employing color, typography and graphic elements. Application guidelines and usage specifications were defined and documented for business correspondence materials, literature guidelines, advertising guidelines, vehicle and facility signage, apparel and miscellaneous applications.
Based upon the goals and objectives of the company, Savage developed a new corporate theme that clarified and "humanized" Lyondell and it products. This theme has become the underlying position for Lyondell’s marketing promotions, public affairs endeavors and advertising platform. The theme is: "Creating Basic Elements For Life." As a corporate initiative, the theme has been used internally and externally to strengthen its brand with all its audiences and to promote its products.
Savage recommended and emphasized that the annual report was an opportunity to extend the newly established corporate theme with it shareholders and the financial community. The design expanded upon the "consumer approach" and utilized the core identity elements throughout the document. In order to present the financials in a usable and receptive manner to the market analysts, Savage also developed a modified format book that contained extensive financial information and added corporate information. The visual appearance of both pieces created a harmonious transition with the image campaign and provided added momentum to Lyondell's public messaging. Savage developed the concept, provided creative direction for the photography and designed, produced and provided print supervision for the annual report and the data book.
Lyondell has been fully integrated into their brand. We have continued to work with them on refining the brand standards and developing corporate communications collateral. Projects have included a corporate Web site, additional annual reports and data books, a college recruiting program and a employee compliance program.
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