The Why,
The What,
The How
Here you'll find the why and how ICL group has unified under one strong brand. One consolidated entity with one story and one language as a symbol of working together towards one big purpose.
Why one ICL?
"We decided to take a step forward. To adopt to change while connecting to our roots."
Stefan Borgas – President & CEO
New global challenges, tough competition, unpredictable changes in the world's essential needs urged us to be focused and united.
We, at ICL realized we needed to unite our strong abilities and assets, and become consolidated around one vision. In order to succeed and lead growth in the next decade, we needed to adopt a new strategy "The Next Step Forward" and start to operate as ONE - one united leading global company, which derives its success from mutual support between all business units under one strong voice.
But What Exactly Makes Us One Company?
What is ICL? What is our common denominator? What can flame retardants, horticulture specialty fertilizers, food specialties and other branches possibly have in common?
What makes us one company is that we all share one unequivocal mutual mission: seeing humanity as our client. Waking up each morning and providing humanity's needs with all of the most pioneering, practical, effective solutions.
Listening to the Universe
Following a comprehensive learning process, ICL saw its new vision as a major opportunity. Whether needs are "calling" in agriculture, food or engineered materials.
Whether in Africa, India, Europe,Asia, North or South America or in the Middle East, it is our responsibility to keep a finger on the pulse of changes and developments, to embrace them and to evolve along with them.
Needs Evolve. So Do We
And so ICL embraces a new way of thinking, shifting its focus from being a products-oriented company, to one that listens to humanity's needs, always providing it with innovative solutions - wherever these needs may come up and whichever direction they may take.
Where Needs Take Us
Part of the new ICL identity was to create a visionary tagline and brand language that will convey our new strategy. This new tagline reflects ICL's willingness to act upon any possible change. To constantly be able to transform, adapt and evolve as needs evolve all over the world.
One Voice, One Identity
The transformation from an organization owning a variety of strong independent brands into one powerful brand, with one clear narrative, lead to the unification of all ICL subsidiaries. Today, all of ICL's units gravitate around one backbone, with one quest, one voice and one mission statement of supplying humanity's essential needs.
The Brand Language: Reflecting ICL’s Story Through a Visual Identity
The new graphic language was designed to serve ICL's new identity and brand narrative and to enable it to operate as ONE ICL also through its visual appearance.
And so the "Wavering Ribbons" were born. Inspired by iconic visuals of transformation, movement and dynamic evolvement, the ICL "ribbons" capture, symbolically, the true nature of ICL, as a synergized system, prepared to be "taken" where needs call.
