German chemical agency Rudolf GmbH is debuting a brand new branding search for its a centesimal birthday. The corporate, which develops environmentally pleasant chemical options for the textile and development industries, has unveiled a brand new brand to deliver it into its subsequent century.
“Every birthday is a chance for reflection and correction,” Alberto De Conti, head of the advertising and marketing and style division at Rudolf, informed Rivet. “The 100-year anniversary of Rudolf is the fruits of an intensive evaluation that allowed Rudolf to outline its main strategic targets in addition to the steps required to get there. It’s time for progress and enlargement, and rebranding is unquestionably the easiest way to have fun and sign such modifications.”
Reinhold Rudolf based the corporate, then Rudolf & Co., in 1922 in Geretsried, Bavaria. Three years later, Ernst Schumann acquired shares within the firm. “Within the turmoil of WWII, contact with the corporate founder Reinhold Rudolf broke off and his path is totally misplaced,” stated Dr. Wolfgang Anton Schumann, managing director of Rudolf. Schumann is the third era of his household to guide and personal the corporate, and has been in his place because the Nineteen Seventies. Throughout his tenure, he oversaw the group’s world enlargement.
Rudolf’s earlier brand was an “R” with liquid depicted within the prime loop of the letter. The brand new brand takes a circle form and two traces from the heritage insignia to kind a extra summary “R.” Whereas the reference was the corporate’s conventional brand, the brand new mark goals to signify Rudolf within the subsequent century, together with its world focus.
“The brand new company model is extracted straight from Rudolf’s celebrated heritage model and it builds a significant bridge from the corporate’s wonderful previous to a future that may solely be brilliant,” De Conti stated. “Enterprise is an evolutionary course of, and all of us stand on the shoulders of those that got here earlier than us. At Rudolf, we acknowledge that previous generations paved the way in which for us and outfitted us with precious belongings and know-how. It’s solely by following of their footsteps that we’ll be capable to change into the main textiles chemical firm.”
Per Rudolf, three constants of its model have been “belief, reliability and inclusiveness.” And one other everlasting factor in its merchandise is science. Among the many firm’s choices are water repellants, antimicrobial finishes and washing brokers.
Rudolf describes the mixture of “trendy, chemical R&D” with “environmental consciousness” as “aspirational chemistry.”
One instance of the corporate’s eco-conscious developments is its Offuel vary of denim ending brokers which might be made utilizing different supplies to crude oil. One other current debut is Cycle-Logic, which chemically recycles polyethylene terephthalate (PET) plastics into uncooked inputs that may exchange fossil fuels in Rudolf’s manufacturing. For example, Cycle-Logic merchandise embrace a moisture administration know-how, dispersing agent and dyeing auxiliary.
De Conti stated Rudolf’s second century “can be about innovating from the core and growing an industrial and business community that permits us to be even nearer to our markets.”
“As we develop to matter, we’ll be all the time sufficiently small to care,” he added.