Network Polymers

The new Network Polymers logo features
a cool color palette with ordered dots
symbolizing thermoplastic beads. The
strong typeface aptly symbolizes their
position in the industry and is a powerful
departure from the previous treatment.

Similar in design to the Network logo, the
Diamond Polymers branded product line
mark features ordered dots as well as the
traditional product color scheme of yellow.
The new identity system clearly connects
Diamond and Network, yet differentiates
the corporate umbrella from the branded
product line.

Client Background

Network Polymers is an application-driven, value-added manufacturer and distributor of specialty grades of thermoplastic resins and alloys. CEO Alan Woll co-founded Network in 1986 with a vision of a company that would connect customers to consistent supply channels, offer competitive pricing, deliver custom formulations and support its customers through a broad spectrum of technical support capabilities.

A joint venture was later established in 1988 to create Diamond Polymers, which combined proven technologies and manufacturing capabilities to produce a broad product portfolio of resins and alloys with enduring performance properties. Diamond Polymers became a wholly owned subsidiary of Network Polymers in 2002 and has become the fourth largest producer of ABS and ASA in North America. Diamond Polymers products are available exclusively through Network Polymers Inc.

A comprehensive identity system set standards and guidelines for the use of the new corporate
symbols throughout all mediums. Spatial positioning, usage requirements, consistent typography
and more were a part of the brand standards guide that was provided for ongoing marketing applications.

Caler&Company implemented the new identity system on Network's stackable Gaylord containers.
The new design reduced production cost while effectively serving as a billboard within Network's
customers' production facilities.

The new design (on right) was also applied to bar-coded product labels and contrasts with the confused
message of the old labels.

The Challenge

In 2010, Network launched a new strategic plan to better communicate its greatest value and points of differentiation. Formerly two operations loosely connected, Network decided to merge the two companies — Network and Diamond — into a single organization using Network Polymers, Inc. as the corporate umbrella with Diamond Polymers branded product line.

“For a long time we had confusion regarding our two brands operating interchangeably as one company,” Woll said. “The need to become a cohesive whole was quite strong. After the transition was complete, it made perfect sense that a corporate facelift was in order so we could effectively reintroduce who we are, what we do and why we’re the best thermoplastic solutions provider for our customers.”

Caler&Company was enlisted to develop a new identity that communicated this new structure and repositioned each entity accordingly. A new logo was developed that better symbolized the organization’s commitment to durability, custom formulations, service flexibility and color matching capabilities. In addition, a new logo for the Diamond Polymers brand was developed to communicate its position within the corporate umbrella. Both logos feature ordered dots that represent thermoplastic beads and form the corporate and product name initials. The path of the letter N and D feature two of these dots along their typographical path — representing the organization’s compounding capabilities. This usage also gave way to a new Web design.

With customers often expressing confusion over the roles of these two organizations
depicted by the old logos shown above, Network restructured so that Diamond
became a branded product line under the Network corporate umbrella. The new
identity supports this structure by making Diamond visually subordinate to Network,
as seen on the many elements developed thus far.

Two positioning statements were developed, the first being for the overall company — Solid Flexibility. This statement perfectly reflects Network’s niche industry position of taking orders that competitors can’t or won’t, acting as a supplier to larger organizations, developing completely new compounds and color formulations or adapting existing materials to better match an organization’s brand scheme. It also speaks to what Network can physically do with its thermoplastics, i.e., the ability to directly overmold a softer, more flexible polymer on top of a harder, more rigid thermoplastic substrate. The Diamond Polymers positioning statement — Enduring Performance — precisely identifies what Diamond products are capable of and communicates their primary benefit to customers.

Following the development of the new identity system, Network expanded its relationship with Caler&Company by requesting updates to existing marketing elements, such as redesigned Gaylord containers, business cards, shipping labels, an introductory brochure, PowerPoint presentations, press releases, prospect letters, a mission and vision statement, tradeshow exhibit materials, product photography and an entirely new website. All of these new elements feature the launch of the revitalized identity system, which works to express a strategic marketplace position and accurate message with all employees, partners, distributors, customers and prospects.

The previous Network and Diamond Polymers business cards easily illustrate the confusion that the dual
message caused in the marketplace. The new design streamlines the message and appropriately
positions the Diamond branded product line on the reverse side.

A welcome brochure was created that more clearly presented the organization's history, mission
and vision, capabilities and more. The new literature is broadly distributed and can be utilized in any
of the multiple markets that Network serves.

Caler&Company crafted customer letters and news releases on behalf of Network Polymers that expressed
the organization's revitalization of its brand and what it means for the corporate structure and its
value to customers. A branded mission and vision document was also developed to enable readers to
better understand Network's culture.

Caler&Company wrote, designed and produced tradeshow displays with the new identity — communicating
the meaning behind the Solid Flexibility positioning statement for Network as well as the Diamond
product offerings.

The Outcome

Network Polymers and its Diamond Polymers branded product line are now in a better position to communicate not only their distinctions, but also their benefits to the supply chain, OEMs, specifying engineers, molders and product designers. Caler&Company continues to move forward with Network and provide marketing strategy and communications support — all to ensure that this custom thermoplastics developer remains in the hearts and minds of customers, partners, employees, vendors and beyond.

Caler&Company worked closely with Network Polymers to bring its new identity to the online world. A new
website with more robust, interactive features and integration of iFrames that can be updated
automatically helped minimize the maintenance required for updating technical data sheets.
Written and designed by C&C, the new website brought the value of Network and Diamond to
customers, prospects, partners, vendors, the financial community, employees and beyond.

Network Polymers and Diamond Polymers thermoplastics are used in a wide variety of industries
and applications. Caler&Company provided professional studio photography that helped illustrate
molding characteristics, aesthetic details, precise color matching and typical product uses within
the healthcare, automotive, lawn and garden, home building products, sporting goods and
power tool marketplaces.

Network Polymers is renowned for its A2LA lab certification, R&D and precise color matching capabilities.
Caler&Company directed professional photography in the Network lab and R&D departments to
better illustrate these competitive attributes.

Caler&Company redesigned Network's sales presentation tools using imagery consistent with the new
website and within the newly established brand standards.

Part of our branding initiative with Network
is the ongoing development of its culture,
which is a critical component in any brand
strategy. Caler&Company redesigned
conference room posters that showcase
Network's commitment to its customers and the
core values its team brings to the
business relationship.