Solenis, a leading producer of specialty chemicals, marked its 10th anniversary by launching a new brand identity. Updated brand elements reflect the company’s continued growth and vision while establishing a cohesive look for its growing global portfolio, which includes Diversey, a leading brand for hygiene, infection prevention and cleaning products and technology.
“This bold new look heralds the next era in our progression,” said John Panichella, CEO. “Just ten years ago, we launched Solenis from our legacy brand, Ashland Water Technologies. Now, we stand strong as a diversified, worldwide brand forging a path that leads customers to achieve their operational and sustainability goals.”
The company’s evolution is firmly rooted in more than 100 years of solving complex operational and sustainability challenges. Solenis legacy brands include Ashland, Drew and Hercules among others. Platinum Equity acquired Solenis in 2021, expanding its portfolio to include the residential and commercial pool water and spa treatment markets. In 2023, Solenis acquired Diversey to meet the increased demand for water management, cleaning and hygiene solutions. During the past decade, Solenis also completed more than 20 other acquisitions.
“With this fresh brand identity, we bring Solenis and Diversey together under a unified appearance,” said Gaetano Redaelli, Chief Technology Officer. “The update blends our shared vision to move forward together, building a safer and healthier world through sustainable innovation. It also conveys the customer-focused mindset that has long been a hallmark of both Solenis and Diversey.”
Changes in the brand include:
- Solenis Logo: A new logo leverages elements of legacy Solenis and Diversey logos. The top portion represents Solenis customers, while the bottom represents the Solenis team as it supports customers on their journey. Negative space in the center of the visual illustrates the pathway of opportunity to drive efficiencies, make measurable impacts and do what’s right for people and the planet.
- Diversey Logo: The legacy Diversey logo has been updated to reinforce global unity and visual consistency within the Solenis brand portfolio.
- Brand Colors: The Solenis palette features contemporary colors, including Deep Navy to mirror the company’s strong foundation for solutions, Clear Blue to convey its commitment to creating a cleaner world and Vibrant Spruce to capture the brand’s drive to build a more sustainable future.
- Refreshed Design: Solenis updated its visual style with dynamic, engaging angles and crisp, clean visuals. Warmer photography highlights collaborative interactions that underscore the company’s commitment to partnership with its customers and the communities it serves.
Solenis updated the visuals on its corporate website and will gradually update other assets, including sub-brand websites and product packaging. The Diversey website was also recently integrated into Solenis.
As Solenis moves forward, it will continue to focus on organic and inorganic growth. The company also plans to invest more on research and development of solutions that will drive sustainability for customers. Investment toward employee training and development is also expected to increase.
“We are aligned with emerging market trends to meet a full spectrum of needs across our customers’ operations,” said Panichella. “With a successful track record of organic growth, strategic acquisitions in high-growth markets and significant investment in research and development, Solenis is on a dynamic trajectory to become one of the largest providers in water services and innovators in sustainability in the world.”
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