Deceuninck sharpens its ambitions with renewed brand identity

"Our world is constantly changing. Sometimes we hardly notice it, and sometimes it happens overnight. That is why it is important for international companies like ours to regularly check whether we are still in touch with our current world," says Stijn Vermeulen, CEO Deceuninck Europe.

For this reason, Deceuninck launched a project last year to evaluate its brand positioning. Based on internal and external research, the leading producer of plastic and aluminum profiles refocused its ambition for the future. At the same time, the look and feel of its corporate identity were also refreshed.

"It was not our ambition to make major changes. We remain true to our DNA, but wanted to evaluate whether our priorities were still right," the CEO stressed. "We put 'reliability' first because we want to be a partner for our customers. We want to be more than just a supplier of profiles. In addition, we continue to focus on innovation. Innovative design remains a priority, but we want to go even further and offer innovative solutions in the broad sense of the word. We also continue to strongly emphasize the importance of sustainable business. We want to set an example in the eco-revolution. Our products must tie in with this even further."

These 3 pillars play an important role in Deceuninck's new ambition: to offer solutions for a better world.

As part of these new priorities, Deceuninck also gave a refresh to the look and feel of its corporate identity. The company remains faithful to its logo, which is now widely recognized worldwide, but adds a logo in the form of a crown. Its distinctive contours represent the profiles for which Deceuninck is known and also the raw material: plastic granulate. The crown, of course, also refers to the company name.

A new baseline nicely sums up Deceuninck's refreshed vision. "Framing the future together refers to the products, but also emphasizes our future-oriented vision," said Stijn Vermeulen.

Deceuninck will roll out its new identity over the coming months.

Discover Deceuninck's renewed brand identity in this film.