Why surface coating performance is integral to the success of your brand - by Olaf Conreur

In the five years since the release of the original ICONICA collection, the world has gone through a period of unprecedented change that shows no signs of slowing down. 

Even in the arena of surface coatings, where change has historically been quite gradual, we are seeing several trends unfold which are re-defining  usage and performance requirements. These trends played a vital role in the development of our new ICONICA collection, which represents an important evolution on its predecessor from both a performance and sustainability perspective. Indeed, it is impossible to talk about one without mentioning the other. 

While performance has always been a key consideration for architects and designers, this has taken on a new degree of importance in light of the increased focus on the environment in recent times. As we become more sustainability conscious, the importance of coating performance will only increase, significantly impacting the perception of a building or product on multiple levels.

Here we examine a selection of key trends that are placing coating performance in the spotlight for architects and designers.

Green-certified buildings in hot demand

Properties with green credentials have become increasingly attractive in the eyes of investors, for several reasons. Firstly, there is a widespread recognition that the built environment, which accounts for 40% of global energy consumption, must play its part in wider efforts to tackle climate change. 

In reputational terms, green assets/portfolios reflect much more favourably on investors than ones with inferior sustainability credentials. Being able to evidence environmental credentials through certifications such as LEED (Leadership in Energy and Environmental Design) can have a powerful impact on the way assets are perceived. 

When thinking about ways to enhance the sustainability performance of a building, coatings are rarely the first measure to spring to mind, but their potential impact should not be underestimated. The use of Super Durable coatings, such as those within the ICONICA collection, is taken into consideration during the LEED certification process, contributing towards an improved score. Not only do LEED-certified buildings achieve higher saleprices than their non-certified counterparts, they are also more attractive to increasingly sustainability-conscious tenants, which enables them to command a premium in the letting market. 

Better surface coating performance and durability equates to longer lasting surfaces, enabling a more ecological use of materials and more sustainable building operation over time.

Building brands to achieve differentiation

In many areas of the property industry, we have seen a ‘flight to quality’ in recent years. As occupiers have become increasingly focused on best-in-class buildings, this has created more competition for a limited supply of the greenest and most attractive buildings.

In a competitive marketplace, establishing a strong brand for a building is a good way to achieve differentiation. In this landscape, aesthetics takes on a new dimension and coatings play an important part in this process. Our new ICONICA collection has been developed to provide outstanding durability over the long-term and has been specially formulated to maintain its colour and aesthetics for up to 25 years. In less durable alternative coating products, the drop-off in performance can become apparent after a few years, reducing the aesthetic appeal and potentially harming the brand of a building.

Opting for a Super Durable coating solution that performs over the long term is the best way to preserve the aesthetics of a building façade, maintain the integrity of the building’s brand and maximise its appeal to prospective tenants. 

The quality of coatings is equally as crucial to the brand as the choice of colours themselves. Colour is an essential part of creating a mood for a particular space and can have a powerful effect in the way it is perceived, as the physical embodiment of a brand. It is for this reason that our team of colours experts developed ICONICA, which draws on knowledge of the global built environment and colour trends to create a range of colours and finishes that capture a desired mood but have been specially formulated as Super Durable coatings. 

The need for superior reliability in a competitive marketplace

When selecting the best coating solution for your project, whether as an architect specifying for a development or a system house, performance must remain front of mind. The credibility of your product is, to a large degree, based on your choice of coating partner. It is therefore important to minimise risk by opting for a solution that can evidence its quality through compliance with independent standards such as Qualicoat 2 and AAMA2604. 

The length of the warranty also underlines the durability of the product, ensuring superior reliability in any project where it is used.

About the ICONICA collection

The ICONICA collection of Alesta® SuperDurable powder coatings for metallic substrates identifies a palette of 40 key colours and finishes which capture the essence of our time. These are supported by research carried out by Axalta’s team of colour experts and its in-depth understanding of the global built environment landscape. Such findings provide architects and designers with clear, actionable insights to help inform designs that can withstand the test of time.

The collection is founded on the three pillars of sustainability, performance and trends, and with a formulation that is solvent- and VOC emissions-free, ICONICA provides a more environmentally friendly approach to surface coating. 

For more information on ICONICA, visit www.axalta.com/iconica