Celanese recently announced it is simplifying its brand architecture to capture its technology, resources, products and solutions in a single brand.

“Our vision represents Celanese’s depth and breadth of industry and chemistry knowledge, the capabilities to innovate for our customers, the dedication to creating value, and a commitment to partnerships to help our customers succeed,” said Mark Rohr, chairman and CEO. “We believe the phrase that best describes Celanese is ‘The chemistry inside innovation™’.”

As such, Celanese is reportedly making many changes to support this vision and to communicate its value proposition to customers. A unified brand has been launched that is intended to represent the company’s multiple businesses and capabilities. Separate businesses (including Acetate Products, Acetyl Intermediates, Advanced Fuel Technologies, Clarifoil, Emulsion Polymers, EVA Performance Polymers, Nutrinova, and Ticona Engineering Polymers) will be represented by one Celanese name.

“Going forward, everyone in Celanese, our world-class products, our process technologies and solutions from historical businesses will now be represented by one Celanese name,” said Rohr.

“The new Celanese brand reinforces the power of our global organization. The brand also speaks to our unwavering focus on the safety of our people, plants and products; our commitment to operations excellence; and the strength of Celanese’s talented employees who collaborate with our customers to develop fresh solutions that solve their most critical needs.”

For more information, visit www.celanese.com.