That is what Kemira’s business is all about. The essence of every form of life, water, is at the core of the company’s strategy. Kemira’s goal has never been clearer: to help customers optimize their water quality management and decrease their water use. In other words, to allow them to use less water and use it better.

Clean, fresh water is the lifeblood of all human activity. Yet water scarcity is becoming a challenge around the world. The need for recycling water and finding alternative solutions such as seawater desalination is severe – and keeps on growing.

Fortunately, the menacing scenarios of water shortage do not need to come true. Cost-effective solutions to improve water quality and reduce the consumption of precious water are being fervently sought all over the world. And Kemira aims to have a significant role in this effort.

Kemira has long been a forerunner in water treatment solutions. The company’s greatest strengths lie in its high process competence and its wide selection of chemical water treatment products.

This fall you will come across Kemira’s new visual identity, reflecting the crystallized strategy. You will see water drops that take the form of familiar things: a city, a factory, human beings. None of these could last for a day without water. A footprint formed of water reminds all of us of how significant water use really is in all human activity.

The footprint also symbolizes the step forward that all Kemira employees take together, as one unified Kemira. From now on, an emphasis is set on deepening cooperation across segments, regions and functions. This will be one of Kemira’s key success factors in serving its customers better than ever.

The link to life forms the umbrella and the cementing agent for the synergies of cross-segment partnership: the shared vision for all of Kemira remains being a leading water chemistry company.

Text: Kati Heikinheimo

Original article published in Kemira’s stakeholder magazine Waterlink 3/2009