BASF Corporation (BASF) is a global leader in the
development, production, and marketing of a range of high-quality resins,
additives, colorants, and polymer dispersions. The Dispersions and Resins
Division needed a global brand name for their new combination product of Acrodur® and
natural fiber mats, and Brandsymbol was the agency for the job because of our
expertise and industry-defining process.
Brandsymbol project leads met with the core team at BASF in–person
and conducted ideation activities in real–time. This collaborative effort led
to a clear path forward, and BASF‘s naming process for the project was
unanimously established. The result was a plethora of trademark viable name
options for the innovative technology being available for BASF to choose from.
The final name selected, Contoura, derives from
“contour,” which is the line that defines or bounds a shape or object. This
relates to the product’s ability to flex into any form or shape, creating its
own definition. This descriptive neologism added diversity to the BASF
portfolio of brand names and marked the second of multiple naming projects
completed by Brandsymbol.