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Celanese simplifies brand architecture

As customer needs diversify and the complexity of their solutions increases, finding the right partners and solutions can be the difference between product success or failure. Recognizing this need, Dallas-based Celanese Corp., which also has locations in Shanghai and Frankfurt, says it’s simplifying its brand architecture to capture in a single brand the full suite of its technology, resources, products and solutions. The change moves Celanese toward achieving its vision of becoming the first-choice chemistry solution source for its customers.

“Our vision represents Celanese’s depth and breadth of industry and chemistry knowledge, the capabilities to innovate for our customers, the dedication to creating value, and a commitment to partnerships to help our customers succeed,” says Mark Rohr, chairman and CEO. “We believe the phrase that best describes Celanese is ‘The chemistry inside innovation.’”

The company is making several changes to support this vision and communicate its value proposition to customers by launching a unified brand that represents the company’s multiple businesses and capabilities.

Historically, Celanese was represented by separate businesses, including acetate products, acetyl intermediates, advanced fuel technologies, Clarifoil, emulsion polymers, ethylene vinyl acetate (EVA) performance polymers, Nutrinova and Ticona engineering polymers. Each of these names will fade and be replaced by Celanese.

“Going forward, everyone in Celanese, our world-class products, our process technologies and solutions from historical businesses will now be represented by one Celanese name,” Rohr explains.

Some of these products, solutions and technologies include:

  • Cellulose derivatives such as Clarifoil and CelFX matrix technology;
  • Emulsion polymers including EcoVAE, TruModa and Vinamul;
  • Engineered materials such as Hostaform / Celcon POM, GUR UHMW-PE and Celstran LFRT;
  • EVA polymer products, including Ateva and VitalDose;
  • Food ingredients, including Sunett and the Qorus sweetener system; and
  • Intermediate chemistry products and technologies such as AOPlus, VAntagePlus and TCX technology.

“The new Celanese brand reinforces the power of our global organization,” adds Rohr. “The brand also speaks to our unwavering focus on the safety of our people, plants and products; our commitment to operations excellence; and the strength of Celanese’s talented employees who collaborate with our customers to develop fresh solutions that solve their most critical needs.”

To view elements of the new Celanese brand, including the new logo, a company video and a brochure, visit

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