International identity created

International identity created Keywords: Dyrup, rodneyfitch, Paints

Dyrup, one of Europe's leading wood care and paint manufacturers, has just launched its new branding corporate identity, as well as all internal and external communications materials – in co-operation with rodneyfitch.

Integral to rodneyfitch's work has been the development of Dyrup's "design guideline" (corporate ID manual), comprising six booklets: Identity, Stationery, Product Branding, Can Architecture, Signs and Artwork.

Dyrup has approximately 1,200 employees and achieved a turnover of DKK1,642.2 million in the year 2000. A substantial part of the company's turnover comes from products, which are sold under the powerful brands of Bondex, Gori,Xylophone and Dyrup.

Appointed last year, rodneyfitch has taken Dyrup through a 12-month process to rationalise and streamline their overall corporate identity, as well as their well-known sub-brands – ensuring an identifiable brand linkage and holistic brand hierarchy. The objective was to facilitate growth on an international level, through developing the brand's cross-cultural appeal.

rodneyfitch is responsible for the company's rename, changing from S. Dyrup& Co. and for creating an entirely new visual language and photographic style. The Danish Crown has been removed from the company logo, to increase its recognition as an international organisation, while a more modern and dynamic identity/mark has been developed to be in line with the brand positioning of Dyrup enriching your life through colour and style. The mark was inspired by the simplicity of a paintbrush "stroke", the colours have become richer and more sophisticated and a more unique typography has been adopted.

rodneyfitch is currently looking at packaging redesign with Dyrup.