CelluForce springs forth from the FPInnovations/Domtar partnership

New company, CelluForce (a joint venture between FPInnovations and Domtar), has sent out a rather odd (from my perspective) news release. From the June 3, 2011 news release on the University of British Columbia website,

Domtar and FPInnovations are pleased to announce CelluForce, the corporate identity chosen for their new joint venture, launched in July 2010. CelluForce will manufacture nanocrystalline cellulose, a recyclable and renewable nanomaterial, that will be commercialized throughout the world. The new company’s identity was developed to reflect both the origin of the nanomaterial, extracted from tree cellulose, and one of the multiple properties of the product to be sold by the new company.

That was expected, here is one of the unusual bits (from the news release),

The typeface of the CelluForce logo uses two colours, to clearly illustrate the fundamental value of the partnership between two entities in the company — partnership between the two co-shareholders as well as with CelluForce employees and customers. The name is topped
with a “C” formed of numerous tetrahedrons, which combine the blue and green colours that symbolize each partner. The spray of tetrahedrons gives a sense of forward movement, like the new technology’s leap into the future. The logo was designed to be easily animated on multimedia platforms. The company’s temporary website, www.celluforce.com, already displays the brand’s new visual identity.

This is the kind of information I’ve seen in employee handbooks or given as part of an employee orientation so that people get the company logo/brand identity right when they’re ordering materials and/or representing the company. I’ve never before observed anyone sending out a news release explaining it to all and sundry.

I am a little more interested in the nanocrystalline cellulose (NCC) and its manufacture (from the news release),

Nanocrystalline cellulose will be produced in a large-scale commercial demonstration plant using cutting-edge technology. The plant is currently under construction on the site of Domtar’s pulp and paper mill in Windsor, Quebec. The construction of the demonstration plant is progressing quickly, and it should be operational in the first quarter of 2012. The plant’s operations will be managed by a team of committed employees who have enthusiastically agreed to tackle the colossal challenge of getting a new plant up and running. For several weeks now, the management team has been preparing to welcome all the workers who are set to undergo training in June.

As far as I can tell, they don’t actually have any NCC enabled-products at this point (from the news release),

With regard to this major milestone, John D. Williams, President and CEO of Domtar, stated, “Emerging from a strategic alliance between two leaders in their respective industries, CelluForce creates new partnerships to develop innovative technology in growing markets. Domtar will bring its vast manufacturing experience to the table to produce a green nanomaterial that, like paper, comes from trees. We will therefore develop new applications for our market pulp.”

For his part, Pierre Lapointe, President and CEO of FPInnovations, stated, “Thanks to a revolutionary technological breakthrough developed by FPInnovations and an exceptional government-industry partnership, the CelluForce team will benefit from a nanomaterial of high quality, which is stable, abundant and unique in the world, namely nanocrystalline cellulose, or NCC. With the combined strengths of FPInnovations researchers and Domtar staff, CelluForce will continue to develop new commercial applications and new market areas for NCC.

Jean Moreau, the new company (CelluForce) president and CEO (chief executive officer), discussed the importance of the brand identity,

“Our new brand reflects who we are, how we want to position ourselves in our target markets and the innovation that differentiates us within our industry. The name “CelluForce” reminds us that one of the main characteristics of the nanocrystalline cellulose is the great strength it provides to the materials to which it is added, but the name also represents the strength of our relationships with our shareholders, our partners
and our customers, which is one of the company’s core values. It was essential that this feature be one of the key elements of our corporate identity.”

Good luck to them all and I’d be very interested from anyone who’d care to comment about the practice of sending out a news release explaining the corporate brand in such detail.

ETA June 6, 2011: (1) Here’s the CelluForce website (under construction). (2) Interestingly the announcement for the new company was made on Friday, June 3, 2011 just before the industry’s 2011 TAPPI International Conference on Renewable Nanomaterials is being held from Monday, June 6, 2011 to Wednesday, June 8, 2011 in Washington, DC.

2 thoughts on “CelluForce springs forth from the FPInnovations/Domtar partnership

  1. Pingback: NCC (nanocrystalline cellulose) production in Alberta « FrogHeart

  2. Pingback: CelluForce (nanocrystalline cellulose) plant opens « FrogHeart

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