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Case: Invista 2003
 In 2002, DuPont pooled a variety of units (makers of Lycra, Teflon, Stainmaster and other brands) to create "DuPont Textiles and Interiors" and on January 1, 2003 made it a freestanding subsidiary. At $6.3 billion, it was "the world's largest integrated fibers and intermediates company." President Steve McCracken was determined to cut the DuPont cord to permit "a distinct, independent corporate identity," "a vital new company (...) with renewed determination and clarity." (Later in 2003, DuPont sold Invista to Koch Industries.) Tony Spaeth CREDITS Enterprise IG, NY CASE INFO Submitted by: Tony Spaeth, 6/12/2006 |
MATRIX DATA
DRIVERS | TOOLS | ||
| Structural driver: 100% | |||
|
Spinout or de-acquisition Preserve existing equity | 5% | x | Identity system elements: Verbal elements: Tag lines |
|
Spinout or de-acquisition Express a new vision | 95% | x | Identifier tactics: Name change: Created words |
| x | Identifier tactics: Logo change: Symbol-dominant | ||
| x | Identity system elements: Visual system: Typography | ||
| x | Identity system elements: Visual system: Palette | ||
| x | Identity system elements: Verbal elements: Principal unit names or competence list | ||