In 2016, Aliaxis started a strategic journey called D.N.A. (Delivering the New Aliaxis), with the objective of moving from a collection of companies to a global, integrated industrial group, thus creating a much stronger group that can offer a more powerful commercial portfolio to its customers.
As part of this exercise and as the ultimate symbol representing the positive change the company is going through, Aliaxis has also brought its identity in line with its ambitions as a global leader. To that extent, a new logo and visual identity have been developed, reflecting who Aliaxis wants to be tomorrow. “The new brand is modern, dynamic and confident, and makes us ready for the digital age,” says Laurent Lenoir, CEO Aliaxis.
“The new shade of blue of our new logo refers to pure water and evokes optimism and innovation,” adds Tom Van Gyseghem, Chief Growth Officer. “At the same time, it refers to our purpose of connecting people with water and energy: by developing ever smarter and sustainable products and solutions that benefit people all over the world and that make life flow.”
The motion reflected in our new circular icon conveys that we are constantly challenging ourselves to accelerate and think beyond, reflecting our ambition to radically change the way we think about water and its usage. The motion in our logo also represents a global flow of people and ideas: collaborating and co-creating innovative concepts to manage water for better living.
As part of the rebranding, we have also taken the opportunity to simplify our brand architecture by clarifying the roles of the many valuable brands Aliaxis has in its portfolio.
The launch of the new branding also implies a brand manifesto video.
By Lars Vervoort
Group Coorporate Communications Manager
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