Opinions on corporate and brand identity work.

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This is a very old entry — images are small, formatting is off.



Noted Jan. 16, 2013 by Armin

Industry / Corporate Tags /

Axiall Logo, Before and After

About: (Est. 2013) Axiall Corporation is “the new industry leader created by the pending merger of Georgia Gulf and the commodity chemicals business of PPG. With enhanced vertical integration and portfolio diversification, Axiall emerges as a Fortune 500-size company with tremendous growth opportunities. Axiall represents a new kind of chemistry company; one that responsibly harnesses applied chemistry to solve common problems, improve every-day life and drive human progress.”

Design by: RiechesBaird.

Ed.’s Notes: Haven’t seen a vertical logo in such a long time. Now I remember why. Logo detail and applications below (or after the jump).

Relevant links: RiechesBaird case study. Axiall “our identity” page.

Select quote: “The vertical orientation of the letters signals Axiall as a new and different kind of company. It symbolizes our enhanced vertical integration, a key component in our business strategy and a significant benefit of the merger.

The unique placement of the double ‘ll’ at the bottom of the logo symbolizes the two organizations being blended to form Axiall: Georgia Gulf and PPG’s chlor-alkali and derivatives business. These twin columns represent a solid base and merger of equals, giving the logo structural integrity and a feeling of unification.”

Axiall Logo

Axiall Logo

Thanks to Nick Irwin for the tip.



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UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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