Innovation by design

When Dow and DuPont merged in 2017 the plan was to integrate their complementary portfolios before spinning them off into distinct publicly traded companies. By 2019, three new market leading companies focused on Materials Science, Agriculture and Specialty Products will emerge. The Specialty Products division was set to become the new DuPont.

Spanning two centuries, DuPont has fueled some of the world’s greatest achievements and transformed the way we live. The names are familiar – from Kevlar and Tyvek to Corian, Sorona and Danisco. And while much has changed in 200 years, the company remains committed to scientific rigor, engineering prowess and a constant curiosity to deeply understand and create for the needs of an ever-changing world.

Lippincott was engaged to help define Dupont’s new chapter. DuPont’s new brand purpose – “To empower the world with the essential innovations to thrive” – builds upon a rich history of discovery and progress. The vision was further enriched by a set of commitments and design principles that honor the past while pointing energetically to a future fueled by life-enhancing innovations.

The DuPont logo is one of the oldest and most iconic untouched corporate marks in contemporary culture. It has endured wars, economic upheavals and technological transformations. Because the distinctive oval has remained virtually untouched since 1906, Lippincott approached the challenge with great respect for the equity of the classic mark.

The new mark features a simplified name that unites the 2-word “Du Pont”. We embraced the name with an all-new typographic design that expresses a bold, contemporary attitude. And by opening the oval, the mark now signals a collaborative and open flow of ideas and innovation.

The new design system is similarly bold, open and vibrant. Imagery spans macro impact to the micro essentials. The new brighter DuPont Red is supported by a vibrant and diverse color palette. The DuPont typeface balances crisp edges and rounded curves to make it feel both precisely engineered and approachably warm. The oval and end-to-end logo graphics add a rich visual texture to the identity system.

Armed with a new brand, DuPont continues to tackle life-changing opportunities – whether wearable electronics, bio-sensors, smart homes, autonomous transportation or personalized nutrition – as the company proudly holds its rightful position as the market leader in industrial transformation.