Cordant Technologies—A New Identity for a Dynamic, World-Class Company
Lippincott & Margulies Develops New Identity System
New York, June 25, 1998
"Cordant Technologies successfully projects the image of a forward-looking, broad-based company involved in multiple businesses on a global scale." So said Cordant Technologies Chairman and Chief Executive Officer James R. Wilson on announcing the company's new name and identity recently, which had formerly been Thiokol Corporation. Lippincott & Margulies, the leading global corporate and brand identity management firm, worked closely with Cordant Technologies in developing the comprehensive identity program, which included a new positioning, corporate name, communications structure and a visual design system, including a new logotype.
The new identity reflects the culmination of a business strategy designed to broaden the company's business portfolio into three market-leading businesses. A key component of the strategy involved solidifying its position as the world leader in solid rocket propulsion systems under the name, Thiokol. With the recent addition to its portfolio of Huck International and Howmet International, the company also successfully expanded its leadership in value-added, high-technology aerospace products and complementary industrial products.
According to Kenneth J. Roberts, chairman and CEO of Lippincott & Margulies, the new name was chosen after extensive research. "Even with the company's very successful diversification, Thiokol was still known principally for its rocket propulsion systems business. Our goal was to create an identity that would help to align the public's perception of the company with its broadened market leadership and growth strategy."
"The name, Cordant, is derived from the word 'concordant,' which means harmonious," explained Mr. Roberts. "It was important to embrace an identity that signaled corporate unity among the three dynamic businesses that comprise Cordant Technologies. While the businesses will be linked to Cordant, each will continue to operate independently with strong brand identities and management teams."
In his announcement remarks, Mr. Wilson said, "Under the Cordant Technologies banner, Thiokol, Huck and Howmet employees are unified members of a global company renowned for superior technological expertise, strategic diversification and relentless improvements in product, service and operational performance."
At the center of Cordant's identity system is a new logotype, which was created to capture the technological precision and innovation inherent in the corporation, explained Mr. Roberts. The abstract "CT" symbol represents Cordant's new image goals—including precision and leadership—and will be used as a visual link with the independent identities of the company's three primary businesses, Thiokol, Howmet and Huck.
Mr. Roberts said that the logotype's deep blue and intense shade of green connotes both stature and heritage, while signaling a modern, forward-looking enterprise. A silver color is included to capture the essence of high performance aerospace equipment and to project a technological image. The use of bold typography is intended to signify strength and stability, reinforcing the company's position as an established, respected market leader. "Our new name is a declaration of the strength of the existing company, linking us with our heritage but projecting the company toward a dynamic future," Mr. Wilson also added. "It emphasizes technology, the common theme of our existing businesses and of those we may acquire."
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