Global gases company Air Liquide, Paris, France, launched a new logo and multichannel communication campaign to transform its visual identity on the heels of its acquisition of Airgas, Radnor, PA. The new logo is the fifth in the company's history.

The new logo is an "illustration of the transformation of Air Liquide," CEO Benoît Potier said. With the acquisition of Airgas, Air Liquide significantly expanded its presence in the U.S. and grew to 68,000 employees.

The company also launched its NEOS Company Program to implement a "customer-centric transformation strategy to deliver profitable growth over the long term." The new multichannel communication campaign that accompanies these changes will focus on digital and social media.