Global specialty chemical company Kraton Polymers LLC,has introduced a new three-triangle logo and brand identity. According to the company, as it kicks off its new strategic focus on breakthrough quality and innovation, Kraton wanted to reposition the brand and refresh its logo to reflect its future direction.
"The Kraton name and strong heritage remain core to us, but we are changing our strategic emphasis and, with it, the meaning and visual display of the brand," said George Gregory, chief executive officer and president.

Kraton is the world's largest producer of styrenic block copolymers ("SBCs"), a family of products whose chemistry was pioneered by Kraton over forty years ago. SBCs are highly-engineered synthetic elastomers, which enhance the performance of products by delivering a variety of attributes, including greater flexibility, resilience, strength, durability and processability. They are used in a range of applications including footwear products.