AkzoNobel has unveiled a single global brand identity for its retail consumer paint range, entitled Let's Colour.

With its 'flourish' logo, the new branding will appear on all product packaging for the Let's Colour brands, which include Dulux, Flexa, Levis, Alba, Coral, Sadolin, Marshall, Astral, Bruguer, Dulux Valentine, Inca, and Vivechrom.

According to the company, the new marketing strategy demonstrates AkzoNobel's determination to further expand its market share in consumer paint worldwide, which currently generates annual revenues close to €5bn.

The new brand identity is being rolled out globally, starting in Canada, China, India, South East Asia and Pacific and the Netherlands. Other countries and regions will follow during the course of the year, with the rollout eventually reaching almost 50 key markets, including the UK.

AkzoNobel's global head of marketing for decorative paints Sucheta Govil said: "We are creating an iconic, truly global brand with the right degree of commonality in its expression. Yet we are deploying the strategy in the marketplace with the relevant local touch. Our strategy is to streamline our offering from dozens of brands to fewer iconic, global and impactful brands."

Tex Gunning, Executive Committee member responsible for decorative paints, added: "By delivering a consistent brand image around the world, we can increase our global scale and establish more leadership positions."

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