DuPont reveals new brand identity as it transforms into an 'innovation company'


By Kyle O'Brien, Creative Works Editor

October 4, 2018 | 3 min read

For over 200 years, DuPont has been changing the science and chemistry landscape with its innovations. Now, the brand is looking to transform into the “new DuPont” by unveiling a fresh global brand identity and logo by Lippincott.

DuPont logo

DuPont's new logo

According to the company, the new logo recognizes its heritage while conveying its focus on a customer-led innovation strategy and purpose-driven culture.

DowDuPont announced in February 2018 that its Specialty Products Division would carry the DuPont name when it becomes an independent company, which is expected to be June 1, 2019.

“Our new branding is one of many steps we are taking in DuPont’s transformation and amplifies what we do: help our customers solve complex problems, and turn their best ideas into real-world products and solutions,” said Barbara Pandos, chief communications officer, specialty products division of DowDuPont. “It preserves the legacy shape of the iconic DuPont oval, which for more than a century has provided a seal of quality, performance and trust, but it will no longer be constrained by an elliptical border – signaling a collaborative and open flow of ideas and innovation.

“The new logo invites consumers and other stakeholders to reconsider long-held beliefs and discover what the new DuPont has to offer.”

DuPont old and new logo

As a ‘premier innovation company,’ DuPont’s new brand purpose is: “To empower the world with the essential innovations to thrive” That builds on the brand’s history of discovery and progress. Some examples of DuPont’s best-known product brands include Kevlar fiber, Tyvek high-performance materials, Sorona renewably sourced fiber and Danisco food ingredients. The new DuPont portfolio includes Great Stuff insulating foam sealant.

The new logo will appear and be featured on DuPont’s digital channels. Packaging and signage will be changed over gradually following the launch of the new company.

“We worked with a global team with representation across all its businesses. We engaged the board and management team, the DuPont family, long-standing employees who devoted their entire career to DuPont, and newer, younger team members who will help to define its future,” said Brendán Murphy, senior partner on Lippincott's design team. “Similarly, the Lippincott team had designers from Asia, Europe and the US. With a brand of this tenure and reach, it was interesting to see the relationship that each of the markets had with the brand and logo.”

Murphy said the team looked at both a broad expanse of new ideas including symbols and colors, and closer in typographic refinements to strengthen some of the functional challenges of the existing mark. The newly designed mark emerged from DuPont’s tremendous equity in the oval, and its desire to signal a more open and collaborative approach to partners and innovation.


More from Marketing

View all


Industry insights

View all
Add your own content +