Deceuninck has recently announced the launch of its new corporate identity. Tom Debusschere, Deceuninck CEO, said of the company’s new look, “It’s the result of an in-depth strategic review. Our new identity represents our vision for Deceuninck both now and in the future as a company committed to sustainable design and development. We believe it will help us to increase trust in Deceuninck as a company that cares.”
The new identity was developed in response to strategic discussions between Tom and 32 leaders of Deceuninck worldwide which, as Tom says, placed sustainability at the heart of everything the company does. The new branding comprises a more modern-looking logo, which features subtle changes, the most obvious being the new blue rectangle in which the word Deceuninck now sits. It also means the introduction of four new areas that make up the corporate brand: Windows & Doors, Outdoor Living, Roofline & Cladding and Interiors.
Tom defines sustainability as the 3 Ps: people, planet and profit and he is keen to point out that Deceuninck commitment is ongoing and longstanding. For example, it bought its first recycling company in 1989 and was the co-founder of Vinyl 2010, now evolved as Vinyl Plus to continue carrying the sustainability credentials of the industry forward into the future.
The company defines its core purpose as to create innovative solutions in its four areas: Windows & Doors, Outdoor Living, Roofline & Cladding and Interior. It sees this as part of a wider commitment to help create homes that are more energy efficient, long-lasting, low maintenance and well-insulated, with a low ecological footprint and the capacity to be fully recycled at end of life. On top of this, it is committed to giving individuals freedom of expression through unique colour and finish options.
The new identity will be introduced over time, and, in keeping with its sustainable ethos, nothing will be thrown away to make way for the new look. Deceuninck UK expects the local market rebranding to be complete by December 2012.
More detail on the new identity can be found in an interview with Tom Debusschere in the latest edition of Windowshopper, Deceuninck consumer magazine. The strength of the new look, combined with the strong purpose behind it, demonstrate Deceuninck commitment to being a systems house for the 21st century that reflects the needs and wants of today’s consumers.