With "the chemistry inside innovation" serving as a guideline, US-based technology and speciality chemicals producer Celanese (Dallas, Texas; www.celanese.com) is launching a simplified brand initiative to capture in a single identity the full suite of the company's technology, resources, products and solutions.

The strategy selected takes a "one for all" approach: assorted brand names associated with the company's various business units will fade and "Celanese" to replace them. Thus, "Ticona Engineering Polymers" will gradually become known as "Celanese Engineering Polymers". Mark Rohr, company chairman and CEO, said he and his colleagues are looking forward to leveraging the upcoming "K 2013" trade fair, 16-23 October in Düsseldorf, as a platform for not only introducing, but also celebrating with the industry the new brand strategy at Celanese.