Our logo, the arch, corporate colors and typography are the core elements that make up the Dow Wolff Cellulosics brand identity.
Finding a name for the new company created as a result of combining Dow’s Water Soluble Polymers business and Wolff Walsrode required considerable thought to ensure the strong set of capabilities that both companies bring to this new business are acknowledged in both name and logo. Diverse elements such as strength, breadth of product brand portfolio, customer intimacy, sustainable chemistry and global reach combined together to ensure that Dow Wolff Cellulosics represents the best of both worlds. The logo reflects this at a visual level.
The Promise of the New Logo and the New Name
The combined name – Dow Wolff Cellulosics – acknowledges our history as individual businesses and illustrates to all our customers, suppliers and partners that the individually strong companies they were familiar with have joined forces to form an even better one. The collective pairing of Dow and Wolff Walsrode reminds us of the unique opportunity we have to build on these solid foundations. This opportunity will be maximized in innovative ways in the future.
The overlapping Do[ww]olff in the logo reflects the strength of this partnership between Dow and Wolff Walsrode– the union of industry-leading expertise to service a broad range of end-use markets even better: ‘the best of both worlds.’
The core of the graphic element represents the product itself, being the cellulose derivative. The icon in our logo is not perfectly circular as it refers to the organic form of the annually renewable resource – cellulose – that is used to create most of the products. Upon closer examination you will notice a shine. This represents the added value cellulose and our expertise give to the end products Dow Wolff Cellulosics helps to formulate.
The design of the logo symbolizes an eye. For years both companies have been highly focused (hence the eye-shaped form) on key markets, the development of cellulose derivatives and application formulation. Thanks to innovative efforts in the past, customers can continue to rely on a vast amount of expertise and knowledge, which enables the business to quickly respond to market needs.
The Meaning of the Arch
The arch is also an organic or ‘earthy’ form based on the eye-shaped logo. It helps to emphasize the natural character of cellulose, but also to depict the globe across which Dow Wolff Cellulosics is positioned to deliver its leading innovations, product supply and application know-how.
Combining two colors from a single-color group visually reflects the link between our business and nature’s renewable chemistry – cellulose – that is the foundation of most of our products. The darker green is a bolder and stronger ‘earth’ color, representing the core strength of the high-quality products delivered by Dow Wolff Cellulosics. In addition, these colors are particularly suitable because they represent Dow Wolff Cellulosics’ values. Not only is the business creating solutions that can improve daily life (for instance, by contributing to the development of more efficient pharmaceuticals, high quality foodstuffs and cost-effective construction materials), it is also focused on respect for the environment: building a sustainable chemistry business based on annually renewable resources and constantly seeking to improve both yields and energy efficiency.