Brenntag, the global market leader in chemicals and ingredients distribution, introduced a completely new brand identity in November 2022. The rebrand was launched at the company’s Capital Markets Day in London and marked a shift away from the previous logo, which had been in use for more than 20 years and focused on the company’s history in transport and logistics.[1]
Design and History
The new Brenntag identity was developed together with the Hamburg-based design and brand agency Mutabor.[2] The former logo and design had been used for more than two decades and referenced the company’s nearly 150-year history with a strong focus on transport and logistics. By contrast, the new brand reflects Brenntag’s development beyond mere chemical distribution toward innovation support, value-added services, application know-how, and sustainable products and solutions, as well as its ongoing transformation into a data-driven company.[1]
The new brand works as one master brand to position the company’s two divisions, Brenntag Essentials and Brenntag Specialties.[1] The rollout was planned as a staged approach, leading to a rebranding of the company’s 700 global sites and thousands of internal and external touchpoints worldwide.[2]
Meaning and Symbolism
The centerpiece of the new identity is the B-Icon, a stylized capital letter “B” that serves as the brand’s pictorial mark. According to Mutabor, the B-Icon stands for what Brenntag does: it symbolizes a completed process from beginning to end, one that creates connections and produces something new.[3] The color scheme represents the company’s growing range of services, which are diverse yet united in a single, holistic offering.[3]
The brand’s house colors blue and red were retained in the redesign, but the switch to saturated RGB tones and a reweighting of the palette created a distinctly different look. The new logo features a diagonal linear gradient from magenta-red to blue, which conveys movement, while subtle notches in the “B” give the mark a rhythmic quality and turn the form into a continuous band.[4]
Typography and Design
Brenntag introduced a custom corporate font called Brenntag Sans, developed exclusively for the company. According to Mutabor, the typeface is clear, functional, and yet human, and was designed as a variable font to allow high flexibility in the use of weights and styles.[3] The Brenntag wordmark is upright and robust, standing for strength and reliability.[3] The previous house font, CorpidE, was replaced by the more geometric and wider-running Brenntag Sans.[4]
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