Brand strategy & identity - KRONOS

Modernising a global industrial brand for the future

KRONOS is a global manufacturing leader with over a century of innovation at its core. As the business accelerated its growth in an increasingly competitive market, it partnered with Miura to modernise its brand, aligning heritage with future vision. The result is a confident, contemporary identity that unifies a global workforce, strengthens customer perception, and positions KRONOS for long-term relevance in a fast changing world.

Services

Brand strategy · Brand identity · Website · Global rollout

Challenge

Founded in 1916, KRONOS pioneered the first commercial process for producing titanium dioxide - a material essential to the whiteness, brightness, and opacity found in everything from architectural coatings to consumer electronics.

Despite this strong heritage, the business was operating in an increasingly competitive global market and pursuing an ambitious growth strategy. The leadership team recognised that the existing brand no longer reflected the company’s vision, scale, or value. There was a clear need to modernise the brand to engage a global workforce, support a culture of innovation, and better articulate KRONOS’ contribution to its customers and industries.

Approach

We began with a comprehensive visual and strategic audit of the KRONOS brand and its competitive landscape, alongside more than 20 in-depth interviews with customers and internal stakeholders across the organisation. These insights informed a series of collaborative workshops focused on defining a clear positioning and direction for the brand.

The result was a unifying idea “Brighter Together” expressing KRONOS’ belief in a future shaped by collaboration, shared progress, and continuous innovation, where both businesses and people can thrive.

The visual identity evolved through extensive exploration away from the literal depiction of an ancient god, the identity retained the symbolic gesture of the expressive reach - reinterpreted within a refined triangular form. This created a contemporary, confident mark designed to perform effectively in digital and physical environments.

The new brand system was applied consistently across all touchpoints, including the global website, packaging, vehicle livery, PPE, and operational environments.

Outcome

The rebrand established a clear, future-focused identity that resonated across KRONOS’ global operations, spanning 119 countries. Internal engagement was driven through the creation of brand champions and the distribution of a comprehensive brand book to every employee, clearly articulating how the evolved brand supports KRONOS’ ambitions and long-term vision.

The result was a modern, cohesive brand that strengthened internal alignment, enhanced market presence, and positioned KRONOS for its next phase of growth.