First Impressions: The Branding of Rayonier Advanced Materials

Creating a corporate identity is always a big deal, but perhaps never more so than when a company is introducing itself for the first time. As Will Rogers said, “You never get a second chance to make a first impression.”

To make its first impression, Jacksonville-based Rayonier Advanced Materials turned to BroadBased Communications to lead its branding effort. Rayonier (NYSE: RYN) announced in January 2014 that it would create the new business by separating its Performance Fibers division from its Forest Resources and Real Estate businesses.

The project began with the development and approval of a comprehensive creative brief and was followed by an initial round of logo solutions presented in black and white. Color strategy was then pursued for the winning logo selection and brand standards developed. The final brand is currently being applied to corporate papers, sales and marketing materials and signage.

About Jan

Jan Hirabayashi founded BroadBased in 1996 and is the company's CEO and lead marketing strategist.


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