Praxair
Spinning-off successfully
Formerly part of Union Carbide, Praxair has been a leader in the industrial gases industry since its founding in 1907. With annual sales of $5.1Bn, Praxair is now a Fortune 500 company that employs 23,000 employees and supplies atmospheric, process and specialty gases and related services in 40 countries.
Challenges
When Union Carbide spun-off its industrial gases division in 1992, the new company needed a distinct positioning strategy, name and brand identity
Actions
Recommended the name "Praxair," coined from the words "praxis," meaning practical application, and "air," a reference to the foundation of its business.
Created a brand identity that gained immediate visual recognition through its similarity to the symbol for Linde, the company's flagship brand.
Supported the new identity with guidelines and implementation assistance.