The De Beers Industrial Diamonds group of companies (Debid), including Drukker International, has rebranded as Element Six.

The new corporate and brand name is derived from the fact that diamond is a form of carbon and carbon is the sixth element in the periodic table. The companies feel that the choice of this name encompasses their several businesses in an imaginative and differentiating way, reflecting the modern industrial diamond industry.

Element Six will continue to be the full line supplier of all existing Debid and Drukker product ranges, and individual product names will not change, nor will product packaging. However, label designs and sizes will change to reflect the new corporate and brand identity.

The Debid and Drukker management structures will remain the same, as will distribution channels.

It is a case of "business as usual", says de Beers, but with a new livery and unified sense of purpose across all companies within the group.

This change in corporate and brand identity came about as part of an overall strategic review. A closer look into brand identity brought the recognition that the organic growth of the group, combined with acquisition, had resulted in a diffuse corporate identity that would benefit from a degree of rationalisation.

A project was then initiated in conjunction with international branding consultants Landor Associates to unify the different company names and styles into one global brand.

In a presentation to all staff, the managing director of Element Six, Christian Hultner outlined the reasons for the change.

He summed up by saying: "Our philosophy and goals have not changed and I believe the new branding will focus our group of companies and their activities and make us even more successful in the market place."