- New company names and visual identity to mark INEOS ownership
- Distinctive corporate identity will be preserved
- Triple Shift growth strategy remains in place
The new name and accompanying new logo make the INEOS ownership more visible, while acknowledging Styrolution’s established identity. Whereas in certain countries the name change is already effective, in other countries the implementation will take some time. These changes won’t affect our customers: They will get the same high-quality solutions and services as before, based on our brand values such as “customer orientation”, “reliability”, and “quick decision-making and flexibility”. Kevin McQuade, CEO, INEOS Styrolution, explains: “We want to show which company we belong to, and preserve our own identity at the same time. We’re proud of what we have achieved and the values we share – values that our customers and business partners have come to appreciate and expect from us.”
Despite the company changes its names and logo, the company will continue to operate and actively pursue business opportunities as before. This includes continuing with the Triple Shift growth strategy introduced three years ago, which calls for a focus on higher-growth industries, styrenic specialties and Standard ABS and emerging markets. Corporate structure, company organization, all financing arrangements and operative contracts with business partners are not affected by the name and logo change. They remain as is. McQuade states, “INEOS ownership has opened up new opportunities which we are using as drivers for our growth strategy. Triple Shift therefore remains our guiding light as we move forward, backing our mission to support the success of our customers in their markets by giving them a competitive edge.”
Styrolution was founded in October 2011 as a joint venture between BASF and INEOS. On November 17, 2014, INEOS completed the purchase of BASF's 50% share – making Styrolution a wholly owned, standalone company within INEOS.