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Axalta
A brand built
on performance
and passion.
As a leading global company fully
dedicated to the protective paints
that coat our cars, trucks and even
homes, Axalta Coating Systems
specializes in brilliant color. But
as recently as 2012, this company
existed as part of a larger group
and under a different name: DuPont
Performance Coatings (DPC).
Following a successful acquisition by
the Carlyle Group, the new company
commissioned FutureBrand to
build a fresh, vibrant brand that
celebrates both its bold vision and
full spectrum of possibilities.
The Challenge
Build and transition a new-to-world,
stand-alone brand with something
distinctive to offer. Prior to its
sale, customers respected DPCs
spirit of innovationan over 145-year
legacy that carries over to the
new company through its people,
culture and scientific achievement.
In order to both keep its existing
customers and gain new market
share, the company needed a
brand steeped in experience and
exuberance that resonated in
120 countries of operation and over
a dozen languages.
FutureBrand 2013
The Idea
In its independence from DuPont,
Axalta gained a significant
advantage: the ability to focus 100%
on coatings, and as such, be more
nimble and responsive. Through that
singular dedication, the companys
technologists develop solutions that
truly drive efficiency for body shops,
auto manufacturers, industrial clients
and more. In doing what it does
best, Axalta delivers performance
at every turn.
The Solution
Futurebrand created an energizing
name, positioning and visual
identity that express Axaltas vision
to be a dynamic, performance driven
company. It also signals the entry
of a new kind of company on
the market: one that takes advantage
of a deep history to move its
clients forward. The positioning
embodies Axaltas focus on
performance at every measure
and serves as the springboard into
a bold visual identity.
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Axalta
FutureBrand 2013
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Axalta
Next to the new name, a new identity
was easily the most marked symbol
of change. Inspired by the idea that
a company built for performance
must be simply brilliant in all aspects
its products, people and attitude
we developed a bold, reflective "A"
to serve as the companys logo mark.
Embedded with a forward-looking
road, the logo symbolizes Axaltas
performance and category leadership,
with a brilliant finish that cues a
passion for coatings.
FutureBrand 2013
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Axalta
FutureBrand 2013
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Axalta
A X A LT A C O A T I N G S Y S T E M S
Brilliant.
From every
angle.
A X A LT A C O A T I N G S Y S T E M S
A X A LT A C O A T I N G S Y S T E M S
Fueled by passion
and perspective,
were building
a future thats
simply brilliant.
axalta.com
axalta.com
axalta.com
FutureBrand 2013
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Axalta
Transportation
Aviation
General Industrial
Agriculture & Construction
Strength that
moves the world.
Creating brighter
buildings.
Simply smarter
manufacturing.
A X A LTA C O AT I N G SYS TE MS
A X A LTA C O AT I N G SYS TE MS
A X A LTA C O AT I N G SYS TE MS
News
Vivamus non
odio eu tellu
Morbi eu
auctor turpis
104
Axalta
Product Name XYZ
Thermal substrater
for metal core printed
circuit boards
Type
A two-component, 3.5 VOC, polyurethane basecoat.
Description
Ideal for dealers, independent shops, fleets and municipalities who want a cost-effective
basecoat that features good performance, good color capability and very good
appearance at a maximum applied VOC of 3.5 lbs/gal. Available in solid and metallic
colors, this acrylic urethane basecoat uses the DuPont Multi-Temperature Platform and is
mixed using PowerTint tints.
Suggested Uses
Panel, multi-panel, overall repairs and rebranding
Two-tone applications
Older fleet assets, commercial vehicles, truck bodies, transit bus and light rail,
beverage and delivery trailers, emergency vehicles
Not Recommended For
Immersion service or over lacquer finishes.
F/C
VERY GOOD
Humidity Resistance
EXCELLENT
Acid Resistance
VERY GOOD
Alkali Resistance
EXCELLENT
Solvent Resistance
VERY GOOD
Abrasion Resistance
EXCELLENT
Flexibility
EXCELLENT
Mix Ratio
Combine components and mix thoroughly. Filter material prior to spray application.
A+ B+ C
Parts by Volume
4
1
A X A LTA C O AT I N G SYS TE MS
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Axalta
Corporate
brand
Customer
Industry
Automotive
Transportation
General
Industrial
Architectural
& Decorative
Specific
Sector
Original
Equipment
Manufacture
Rail
Facilities
& Structures
Windows,
Doors
& Cladding
Refinish
Fleet
Bus
Trucks
Trailers
& Bodies
Equipment
& Machinery
RVs
HVAC
Aviation
Agriculture
& Construction
Marine
Furniture
Electrical
Insulation
FutureBrand 2013
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Axalta
FutureBrand 2013
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Axalta
FutureBrand 2013
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FutureBrand 2013