Michelman unveils new brand identity at American Coatings Show 2014

Michelman, a leading manufacturer of high performance, water-based coatings, polymers and surface additives, introduced its new brand identity at the American Coatings Show 2014, held in Atlanta, Georgia, USA. Michelman has evolved into a proactive, forward thinking company, able to anticipate customer and industry challenges and needs and deliver innovative and optimal solutions anywhere in the world, quickly and efficiently. The new identity better reflects Michelman’s leadership position in the coatings, composites and printing and packaging market sectors it currently serves.

Over the past six years, Michelman has evolved into an international force in each of the markets it serves. The company has increased its technological capabilities, enhanced its already powerful global regulatory compliance capabilities, made a number of key acquisitions in the USA and Europe and entered the Japanese market through a joint venture. It has expanded its global footprint with new facilities in Germany, China and India and has added a state-of-the-art R&D facility in Windhof, Luxembourg, with another scheduled to open at the company’s Cincinnati, Ohio headquarters in the summer of 2014. These facilities are in addition to Michelman’s long established production facilities in the USA, Singapore and Belgium.

According to Mr. Bob Poletti, Chief Marketing and Corporate Development Officer at Michelman: "Michelman is not the same company it was five or six years ago. In the economic downturn of 2008, when most companies were pulling back investment, we continued to push forward. We invested strategically in key areas of the world and in core or complementary industry segments. We’ve added many talented associates who have helped position Michelman as thought leaders and as a company who is able to think ahead to what will be the ‘next’ solution. All of these investments and more have helped us reach the point where we can assure customers we will provide forward-thinking, proactive, environmentally friendly solutions.”

The clean new brand mark symbolises Michelman’s evolution and acts as a signal to customers of Michelman’s commitment to forward-looking, agile solution development.