IONOMY CASE STUDY
SUMMARY
Brand type: Category brand (steel manufacturing)
Primary client: AkzoNobel
Secondary client: Gravity Global (London)
Trademark territories: 45 territories global
Trademark classes: 1, 2, 11, 40 & 42
Geographies: Global, top 45 countries by GDP (CIA Factbook)
Languages: 50 languages
Validation types: Trademark checks, Google checks, .COM checks and automated negative language check (Electric Eel)
BACKGROUND
In Autumn 2024, our colleagues at Gravity Global invited us to partner on a unique
challenge: naming a new industry category that signifies transformational change in
the steel coil coatings sector. Their client, AkzoNobel, is at the forefront of this shift
with IONOMY™ – an ecosystem and initiative that brings together leading specialists
in energy cure systems, including coating chemists, equipment engineers, process
designers, data analysts, and more.
PROJECT
IONOMY™: Transforming Coil Coatings
AkzoNobel’s IONOMY is more than just an upgrade; it is a cross-functional
partnership that accelerates the transition from traditional gas ovens to advanced
energy-curing technologies using electron beam and UV systems. The impact is
substantial: up to 80% less energy consumption and a dramatic reduction in waste.
Led by world-class experts, IONOMY is focused not just on technological advances, but on redefining the entire coil coating industry for a more sustainable future.
The name IONOMY was selected from a range of highly competitive options we
proposed, chosen for both its meaning – “the economics and economy of ionized
coating” – and its relative trademark availability