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UK: De Beers Changes Its Name to Element Six

Canada NewsWire
September 30th, 2002

CO. CLARE, Ireland -- From October 1st, 2002, the De Beers Industrial Diamonds group of companies (Debid) including Drukker International, will become Element Six. The new corporate and brand name is derived from the fact that diamond is a form of carbon, and carbon is the sixth element in the periodic table. The companies feel that the choice of this name encompasses their several businesses in an imaginative and differentiating way, reflecting the modern industrial diamond industry.

Element Six will continue to be the full line supplier of all existing Debid and Drukker product ranges, and individual product names and the high product quality associated with Debid and Drukker will not change, nor will product packaging. But label designs and size will change to reflect the new corporate and brand identity. The experienced Debid and Drukker management structures will also not change and neither will the channels to the market nor existing commitment to suppliers and staff. So really it is a case of "business as usual" but with a new livery and unified sense of purpose across all companies within the group.

This change in corporate and brand identity came about as part of an overall strategic review. A closer look into the brand identity brought the recognition that the organic growth of the group, combined with acquisition, had resulted in a diffuse corporate identity that would benefit from a degree of rationalisation. A project was then initiated, in conjunction with the international branding consultants, Landor Associates, the scope of which was to unify the different company names and styles into one global brand.

In a presentation to all staff, the Managing Director of Element Six, Christian Hultner outlined all the reasons for the change in corporate and brand identity and summed up by saying, "Our philosophy and goals have not changed and I believe the new branding will focus our group of companies and their activities and make us even more successful in the market place." For Element Six, the re-branding combines the best of the companies historic traditions and values with a clear, modern and fresh vision and mission statement consistent with their commitment to the industry and desire to grow and prosper in the future.

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