The rebranding effort includes a new visual identity centered on the tagline "Living the difference," intended to reflect the company’s future ambitions in the global silicones market. Despite the change in name and branding, the company emphasized that its day-to-day operations remain unchanged. Manufacturing sites, product specifications, and commercial trademarks will continue under their existing designations to ensure a seamless experience for partners and clients.

Sandy Chen, head of the organization, described the shift as both a nod to the company’s heritage and a forward-looking move to solidify its position as a major industrial player. The company plans a phased rollout of the new identity across its global touchpoints over the coming months. With 11 manufacturing sites across four continents and a workforce of 3,500, the firm remains focused on its core sectors, including aerospace, electronics, and sustainable energy.