Dyneon
Strength in diversity
One of the world’s largest fluoropolymer producers, Dyneon was born out of the strength of its diversity: uniting 3M’s marketing experience and reputation for innovation combined with Hoechst’s technological precision and manufacturing excellence.
Challenges
Create a unified global identity that represents both 3M’s and Hoechst’s heritage and vision that would resonate with employees, management and the marketplace
Actions
Sought input from global staff in developing the new name: Dyneon, derived from DYN for dynamic, NEO meaning new and EON meaning age, literally connoting “dynamic new era”
Created a vigorous and dynamic logotype that expresses the organization’s sense of forward movement
Introduced a comprehensive visual design system
Developed a detailed communications plan that laid the foundation for positioning and message themes and helped to generate enthusiasm among customers and employees