The Australia-based packaging giant Amcor has announced the launch of a new corporate image. Coinciding with the acquisition of the majority of Alcan Packaging’s assets, the revamp symbolises the creation of a modern global identity and represents the beginning of a new era for Amcor.

The idea behind the initiative is centered on communicating the company’s five core values, namely safety, integrity, teamwork, social responsibility and innovation. In addition, it aims to explain a commitment to responsible manufacturing through its five pillars of sustainability—the environment, the community, the workplace, the marketplace and the economy.

When commenting on the initiative, Amcor’s managing director and CEO, Ken MacKenzie, said: “The brandmark and other symbols of our new identity reflect a new and progressive organisation of people dedicated to innovation and committed to sustainability. With more than 300 sites across 43 countries, a strong, unified brand across all our operations and geographies is an important part of our future. As we grow and create industry leading benchmarks in packaging, our brand will represent and support our messages, relationships and reputation.”

An attractive digital flashbooklet, entitled The New Face of Amcor, describes the initiative in more detail and is available at the company’s website.