OVERVIEW 

Visual identity is one of the most important components of a successful brand. It’s the thread that ties everything together, supporting unity and recognition by ensuring a consistent look and feel across all touch points. And for Dow, as the visual manifestation of our brand transformation, it is a signal to the world of our renewed commitment to our brand—and the exciting changes in store.

The new Dow visual identity system is inspired by our passion for transforming lives through the power of science. A broad palette of vibrant graphic and textual elements pushes the boundaries of convention, breathing new life into our communications. Bright colors. Handwritten script. Engaging portraits. Freehand illustrations. These unexpected touches of warmth and humanity contrast beautifully with a solid foundation of crisp typefaces, ample white space, and a versatile underlying grid system.

The result is a brilliant balance of rich vitality and confident authority, reflecting a proud past and a promising future. This is the new face of Dow.

A CLOSER LOOK

The clean, bold look and feel of Dow’s internal visual identity is more than just a pretty package; it’s designed to serve several key functions.

Conceptually, elements like arrows and all-caps type imbue our corporate communications with a sense of energy and purpose, reflecting the action-oriented culture that drives our success as a brand. Likewise, the use of dialogue boxes suggests open conversation, collaboration, and the exchange of knowledge and ideas—crucial components for discovering and delivering groundbreaking solutions.

Logistically, the sleek simplicity of the templates keeps the focus where it belongs: the content. This encourages thoughtful writing that draws people in with bold messages and straightforward language (rather than relying on catchy slogans or discordant imagery).

Stylistically, our streamlined internal identity is anything but dull. Colorful graphics and engaging portraits add plenty of pop and visual interest, while grounding our messages in concrete context and a sense of human connection. Additionally, strong use of the color red throughout draws on our heritage and builds strength in our brand, along with strict guidelines that ensure consistent placement and prominence of the Dow logo.