Dulux refreshes brand identity

Dulux will be moving to a single global brand identity with the launch of the Flourish, a colour wave that symbolises its journey of "Adding Colour to People's Lives" across the globe. In addition, the brand also launched new contemporary packaging.

New logo

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Old logo

As part of paint company AkzoNobel, Dulux has been on a colourful mission to make the world a more vibrant place, so that people may feel the inspirational and uplifting effects of colour.

"The Flourish will soon form part of Dulux's iconography and our vision to create an emotionally powerful and motivating new global icon so our consumers, whoever they are and wherever they may live in the world, will be inspired to paint with Dulux. This we hope to achieve through one consistent global message, delivered in one compelling voice," explains Dulux master brand manager, San-Marie Jacobsz.

"For consumers, the Dulux Flourish is a mark of credibility that promises a superior brand experience. For us, it is a flag of colourful change that flies proudly above a brand that continues to stand boldly as part of the world's leading paint company, and an asset that we are building for the future beyond just a brand name," adds Jacobsz.