Pirates were things to be dreaded when trade and commerce relied on moving across the open seas, so you can see the logic in choosing the skull and crossbones as the symbol of danger. However, real pirates didn’t actually fly the skull and crossbones flag, preferring a simple black piece of cloth.
The pirate ‘brand’ we all know and love is a marketing campaign, something we now associate with Peter Pan defeating Captain Hook, the antics of Captain Pugwash, or Johnny Depp musing on why the rum is gone.
As the result of this strong branding and positioning exercise, the Jolly Roger is now easily recognisable across the globe and has a clear meaning – despite having rarely been used by pirates. Further evidence of the accidental positioning process is that the image of a white skull on a black flag doesn’t fill us with dread.
Branding and positioning are also driving change at NCH Europe as it streamlines its own brand and updates its labelling to meet new Classification, Labelling and Packaging (CLP) regulations.
As we refresh the numerous products across our seven divisions, our goals are to make our identity more recognisable across Europe, make it easy to convey important information and support the aims of new labelling and packaging regulations.
As of June 2015, Classification, Labelling and Packaging (CLP) regulations are the only legislation that applies to the classification and labelling of both substances and mixtures, under the UN developed Global Harmonised System (GHS). Hazard and warning label requirements have been rejuvenated to be clearer and more straightforward to support international trade.
The outgoing orange and black symbols, which feature the skull and crossbones hazard warning, have been in place since 2009, and the refreshed CLP pictograms have been designed to be clearer and to convey more information. The aim is to ensure that the hazards presented by chemicals are clearly communicated to workers and consumers across the EU through the classification and labelling of chemicals in a standardised fashion.
Essentially, the new approach is the equivalent of spotting a pirate ship on the horizon that is flying an additional flag clarifying the type threat. For example, a warning that Jack Sparrow is captaining the approaching ship, but he’s out of rum and is not happy about it. So you should approach with caution – or with rum.
CLP regulation incorporates a combination of standard statements, pictograms on labels and safety data sheets. For example, when a supplier identifies a substance as “acute toxicity category 1 (oral)”, the labelling will include the hazard statement “fatal if swallowed”, the word “Danger” and the skull and crossbones pictogram.
NCH Europe has also been working towards a similar goal, updating its brand and product names so they are more easily identifiable and useable across all European countries. This not only involves simplifying product names, but also adapting the way the company approaches product labels.
For instance, NCH has developed new label printing processes that allow more information to be included on a single label. By employing ‘peel and reveal’ labels the company is now able to easily print the classifications, data sheet and pictograms required to meet new regulation, along with product descriptions and directions in 21 languages – all on one label. This new system involves minimal set up time, as it doesn’t rely on printing plates, allowing full flexibility to change requirements without incurring additional costs.
The streamlined NCH Europe brand and new approach to labelling will help the company develop its business across the EU. Before long the NCH logo will be as easily recognisable as the Jolly Roger.