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Stahl takes next step in strategic journey with refreshed visual brand identity

January 03, 2024

Waalwijk, the Netherlands, 3 January 2024 – Stahl, the world leader in speciality coatings and treatments for flexible substrates, proudly announces the launch of its new visual brand identity, marking an important step in Stahl's strategic journey.

This transformative initiative marks the next step in Stahl's strategic journey, aligning the company’s visual brand identity with its purpose and strategic direction. In recent years, Stahl has been evolving its positioning and offering to meet the changing needs of its customers and markets and to drive the next phase of its growth. In particular, the rebranding project follows the recent acquisition of Stahl Packaging Coatings (formerly ICP Industrial Solutions Group) as well as the launch of Stahl’s new purpose: Touching lives, for a better world. The purpose encapsulates the company's commitment to making a positive impact on the world, reflecting not only Stahl’s proud heritage, but also its future influence as the world leader in speciality coatings and treatments for flexible substrates.

Maarten Heijbroek, CEO of Stahl, stated, ‘Launching our new visual brand identity is an important milestone in our strategic journey. Building on our proud heritage, it offers a visual representation of our vision for the future, capturing our commitment to leading in innovation and sustainability and supporting the changing needs of our customers and markets. This will ensure that the world sees Stahl as it is today: a purpose-driven business built on three distinct pillars – Leather, Performance Coatings and Packaging Coatings – and a company leading in sustainable, high-value-added solutions. Meanwhile, our products continue to be touched by consumers far and wide, as they are applied to essential everyday materials in countless industries and markets. With our dynamic new look and feel, we can now tell our story in a way that resonates with our stakeholders around the world.’

Stahl’s new logo is at the heart of Stahl’s refreshed visual identity, symbolising the unique 'touch' of Stahl and the transformative qualities of its coatings and finishes. Stahl has also introduced a new colour palette to help visualise and differentiate its activities and its approach to sustainability and other strategic topics.