In an era where AI is driving unprecedented demand for faster processing and, therefore, innovation within the materials and processes that make advanced computing possible, DuPont knew its electronics business needed to be able to operate with agility and a level of entrepreneurship only achievable as a standalone company.

The new entity would be a pure-play advanced electronics company, and one of the largest and broadest solutions providers to the semiconductor and electronics industries, working in lockstep with today’s tech titans.

The ambition was clear: to lead in next-gen technology solutions by delivering critical innovation and partnership across the global electronics ecosystem. But first, it needed a brand. One that symbolized its strategic independence and potential growth while asserting leadership in a highly complex, competitive space.

From the outset, Lippincott partnered with DuPont to build the entire brand identity — from brand platform to name to expression to activation and beyond. At the heart of the brand is the concept of connection, inspired by the letter ‘Q’ symbolizing electric charge and ‘unity’ representing collaboration. This name Qnity (pronounced cue-ni-tee) captures the brand’s essence as a network of people, companies, and technologies coming together to power future breakthroughs.

The brand platform articulates Qnity’s role as a strategic enabler helping its customers develop next-gen solutions.We brought it to life in the big brand idea, “Powering the next leap in electronics,” setting Qnity apart as more than just a materials supplier — it’s a full systems-thinking partner shaping innovation from day one.

To get credit for the critical role Qnity plays in the industry, the new identity distinguishes itself in a crowded field of peers with visual identities that focus on more literal interpretations of technical and scientific solutions. The new identity is sleek and bold, reflecting the ambition of the brand’s customers—global leaders across consumer electronics, data centers, aerospace and defense, automotive, and beyond. The logo, featuring a flexible network radiating from a chip-like core, visually represents the company’s role in connecting technologies and partnerships that are driving the future of advanced computing and connectivity. 

The brand expression emphasizes innovation and collaboration with adaptive design cues inspired by electronic circuitry. This visual language supports a forward-looking, dynamic presence that can resonate with employees, customers, and investors alike. 

Ahead of the spin-off, surveys and employee feedback revealed a clear need to cultivate a culture defined by nimble decision-making and bold leadership. To unite Qnity’s global workforce, we developed core values that shaped new ways of working rooted in the brand, empowering employees to execute the business strategy. We also launched initiatives that distilled the brand platform and introduced the new identity across the organization. Both the values and activation plan highlighted the agile mindset and bold ambition that would drive the company’s future. Internal tools, including leadership presentations and storytelling workshops, supported this cultural transformation, embedding the brand’s values of speed and customer-focused innovation throughout the company.

With its evolved brand, Qnity is set to disrupt the advanced electronics industry following its official spin-off from DuPont on November 3, 2025. Through this brand journey, Qnity emerges not just as a supplier, but as an indispensable innovation partner primed to power the next leap in electronics for decades to come.