THOR Group launches company-wide rebrand

THOR Group is delighted to announce the launch and roll out of its new brand from Monday 24 March 2025.

For over 65 years, THOR has been quietly improving everyday lives through our expertise and our innovative and technologically advanced chemical solutions. This rebrand marks a new era for THOR, emphasising our extraordinary employees collaborating on extraordinary solutions, with extraordinary results.

The launch of our new website on www.thor.com is the centrepiece of this rebrand, acknowledging the innovation, curiosity and entrepreneurial spirit of our founder Desmond Cowley.

From Desmond’s pioneering early steps, on into our seventh decade with sites in over 15 countries, we now introduce a new company purpose: Creating lasting solutions that enable the extraordinary. Not just a nod to our roots in preservative chemistry, but to innovative solutions that stand the test of time, and enable our customers, and their customers, to share in the extraordinary.

Our rebrand also introduces two new company values - Solve with Ingenuity. Deliver with Integrity. – and with it, the pledge to work our very best on any task, and to get it done in the right way. Not just when things are tough, but especially when they’re tough.

Dr Tim Hadingham, Group Head of Technical Marketing, said of THOR’s new brand: “In our development of the new brand, our stakeholder interviews kept coming back to THOR’s longstanding reputation for excellence. We help, we understand and we deliver. And whilst customers and long-time colleagues alike understood this, it’s never been something we’ve verbalised until now. So I’m thrilled that we begin the rollout of our new brand today, embracing a bold and fresh new look, whilst acknowledging and continuing with the extraordinary in our DNA that helped us get here.”

The rebrand includes an evolution of THOR’s industry-recognised ‘stamp’ logo, as well as new typography, design language, visual elements and tone of voice.