A new global identity simultaneously launched on six continents

Axalta Coating Systems is a leading global supplier of liquid and powder coatings. With more than 12,800 employees and more than ten sub-brands under its umbrella, Axalta uses Kadanza to safeguard its brand identity worldwide. The Axalta Brand Centre is the beating heart of the branding for many of its brands. The new Axalta identity was launched worldwide from one online location. Success is found in productivity, as the company would say.

Axalta Highlights

  • Communication
  • Support
  • Productivity

Tools used:

  • Brands & Kadanza
  • Brand Manager
  • Asset Manager
  • Layout Manager
  • Packaging Manager


Axalta is more than just a logo. It is a complete set of visual, verbal, behavioural and cultural elements, based in strategy and personality. All these elements together tell the story of Axalta, who they are and what they stand for. And that story is one that ought to be told internally first and foremost, because the brand is what binds them worldwide in their daily operations. 

Kadanza gives to each player in the Axalta network access to its story. In no time, they can learn everything there is to know about Axalta’s personality, its positioning, values and objectives. Because what underlies this evocative story is a striking strategy, which must be known internally worldwide.


Translating a strategic story into a visual. Axalta aims for a consistent brand to reinforce its story. The logo is the smart rendering of the new brand strategy and the corner stone of the visual identity. There can be no mistake as to which logo, icon or colour to use for marketers and graphic designers. That is why the branding guidelines are neatly summed up on Axalta’s Kadanza, including dos and don’ts.

Even better, brand assets can be saved and shared from all the corners of Axalta’s world, meaning that any photo, video or presentation is within reach of each user. On top of the branding guidelines, Axalta’s image library plays a big role in ensuring that the brand is used in a consistent manner. Through Kadanza, Axalta gives each employee or designer who works with the brand access to the necessary visual and work materials. In this way they each support the work of their marketing departments worldwide.


The online brand portal was established when Axalta was created. From everyday stationery to publications, leaflets and collaterals in support of events: everything was re-designed according to the guidelines found on Axalta’s Kadanza. The sharing of the correct assets or the request for a review, are tasks easily managed via Kadanza. Employees can also create personalised communication materials via the Layout Manager. They do this thanks to correctly designed templates in which all they need to add is new content. This allowed the launch of the new brand to take place on six continents simultaneously.

Axalta decided afterwards to create a brand centre for some of its sub-brands under the wider Axalta banner. 


Are you interested in the many features of a brand centre? Contact us.

More info? Get in touch.

Contact Nico Potvin

Nico Potvin
Founding Partner
+32 478 212 838

Contact Gert Boers

New York
Gert Boers
Key Account Manager US
+1 917 325-7357

Contact Michel Grolimund

Michel Grolimund
Key Account Manager DACH
+41 43 488 38 58