When Akzo Nobel acquired ICI Nobel in 2008 I worked with Wally Olins and Saffron on the rebranding. What ended staying with the Akzo Nobel name started as an exercise in shifting to naming it ICI Nobel.
The concept plays with the idea of a product (chemical coatings) that is virtually EVERYWHERE we look but no one knows about it. Akzo Nobel provides coatings for a huge vista of applications from the outside of all NASA spacecraft to intelligent micro surfaces on DNA sample machines.
The arrow was a simple yet ingenious way to engage the viewer connecting the brand directly with its used cases whenever the logo shows up.
Agency: Saffron