ICI name to disappear

May 12 2008 Evening Gazette

THE iconic ICI brand is set to disappear following the chemical company’s takeover by Dutch firm AkzoNobel.

AkzoNobel recently launched its corporate brand strategy and said ICI will be discontinued as a corporate name, following wide consultation - including with the Evening Gazette.

Dulux paint maker ICI agreed a £8bn takeover offer from Akzo Nobel in 2007, with the deal finally completed earlier this year.

AkzoNobel had already said it would keep the iconic Dulux dog - which has been faithfully promoting ICI paint products since 1963.

Chief executive of AkzoNobel, Hans Wijers, said : “Our strategy now is to combine the strong AkzoNobel business-to-business reputation with the former ICI’s excellent consumer brands reputation.

“This will create a powerful brand with significant global reach and incredible potential for growth.”

Earlier this year, the Gazette business team was canvassed by market researchers working on behalf of AzkoNobel on the value of retaining the ICI brand.