Croda International Plc is a British speciality chemicals company headquartered in Snaith, East Yorkshire, founded in 1925 by Mr. Crowe and Mr. Dawe. The company began by making lanolin, an ingredient produced by refining the natural grease from sheep’s wool, a product it still sells today. Croda announced a brand evolution on 8 January 2025 to mark its centenary year, introducing a refreshed visual identity. [1]
Design and History
Croda’s brand evolution, announced in January 2025, was designed to represent the combination of the company’s rich heritage and its aspirations for the future. The rebrand was introduced to reflect the business as it is today and what Croda aims to become, ensuring it remains a trusted partner in a fast-changing world. [1]
The new visual identity is inspired by the company’s sense of togetherness and connection, both with its customers and among its employees. This inspiration stems from the founding partnership between Mr. Crowe and Mr. Dawe, Croda’s work with customers to help them realise their ambitions, and the company’s approach to innovation being aligned with the world’s sustainability goals. [1]
According to Croda’s own description, the refreshed brand is rooted in four connections: between founder and founder, between Croda and customer, between smart science and human benefit, and between Purpose and planet. [1]
Meaning and Symbolism
Croda describes its brand logo as “spinning,” noting that it serves as a tribute to the company’s heritage while reflecting the kind of business it has become, with the purpose of “Smart science to improve lives™.” [2]
The brand evolution was designed to represent the company’s unity and connection, grounded in the relationships that have shaped the company from its founding partners to its transformation into a sustainable and innovative business. [3]
Steve Foots, Group Chief Executive of Croda, described the refreshed brand as one that “not only honours our brilliant legacy, but also embraces our exciting future, reflecting the kind of business we have become, with an incredibly powerful Purpose, Smart science to improve lives™.” [1]
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