AAK announces Making Better Happen slogan


The company has also launched an updated visual brand identity that reflects the thinking behind the purpose

AAK has announced a corporate initiative called Making Better Happen. It is the result of a process involving more than 1,000 AAK employees.

During the internal process, the company says it became clear that its commercial philosophy is based on the goal of ‘doing things better’. AAK collaborates with its customers to understand what better means for them and how it can deliver on that. Another finding, it says, was that AAK’s way of doing business is geared towards making things happen. The new initiative brings together these two ideas – doing better and making things happen – as Making Better Happen.

Johan Westman, President and CEO at AAK, said: “Our purpose – Making Better Happen – is all about the difference we want to make. We choose to be a purpose-driven business in the belief that long-term, sustainable growth goes hand-in-hand with making a positive impact. Central to AAK is a preference for the humbleness of ‘better’ in contrast to the boastfulness of ‘best’. Best breeds complacency, while better is a journey of continuous improvement. In fact, AAK truly believes that better has the potential to be more ambitious than best.”

The initiative also inspired AAK to evolve its visual identity. At the heart of the new look is the ‘better impact ripple’, which is intended to represent the company’s contribution throughout the whole value chain – from more sustainable sourcing to the benefits for customers and their brands. The AAK logo remains unchanged, as does its long-term association with the colour blue.

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Johan Westman said: “For our customers, Making Better Happen is about enabling them to be successful in a better way by working in close collaboration with us. This is reflected in our continued commitment to be the Co-Development Company.”