Ashland rebrands ahead of anticipated separation from Valvoline

Ashland, parent of Ashland Performance Materials, unveils new logo and new "Always Solving" corporate identity.

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Ashland (Covington, Kentucky), corporate parent of Ashland Performance Materials (Columbus, Ohio), announced on Oct. 3 a competitive strategy following its eventual separation from Valvoline, in the process revealing its new “Always Solving” corporate identity.

“We’ve been on a thoughtful and determined journey since announcing plans to separate Valvoline and Ashland into two great standalone companies,” says Bill Wulfsohn, Ashland chairman and chief executive officer. “Today, we’re both strong, independent, industry-leading companies positioned for bright futures.” 

Ashland has developed a competitive strategy that empowers each of Ashland’s chemical businesses to develop its own comprehensive strategic approach as to where to compete and how to win in its marketplace. The most public-facing element of the evolution of Ashland, is its new corporate identity – Always Solving – which the company says reflect its positioning and people across diverse industries.

“Now is the time for Ashland to strongly communicate the nature of who we are and what sets our employees apart. We’re a company of passionate, tenacious solvers who thrive on developing practical, innovative and elegant solutions to complex problems in applied chemistry, always pushing the boundaries of what’s possible, and advancing the competitiveness of our customers across diverse industries,” says Carolmarie Brown, Ashland director global marketing and business communications.