DULUX (ICI/AkzoNobel)
Originally an ICI brand, DULUX has been registered in the UK across multiple classes including Class 1 for chemical preparations used in paints. ICI registered the mark in the mid-twentieth century, and it became synonymous with decorating in Britain.
UK IPO Record
Brand History & Trademark Analysis
Class 1 — Chemicals
Originally an ICI brand, DULUX has been registered in the UK across multiple classes including Class 1 for chemical preparations used in paints. ICI registered the mark in the mid-twentieth century, and it became synonymous with decorating in Britain. The brand survived ICI's acquisition by AkzoNobel in 2008 and remains one of the most recognised chemical product names in UK retail.
The brand survived ICI's acquisition by AkzoNobel in 2008 and remains one of the most recognised chemical product names in UK retail.
Nice Class 1 covers chemicals. View all Class 1 trademarks and case studies →
Class 2 — Paints & Coatings
DULUX is an obvious flagship mark for Class 2 because it is one of the best-known paint brands in the UK. The brand has decades of public recognition and appears naturally in searches around paint, decorating and colour selection. Including DULUX gives the page instant authority and helps connect Class 2 to real consumer and trade demand.
Nice Class 2 covers paints & coatings. View all Class 2 trademarks and case studies →
Historical Background
The Dulux brand was introduced in 1931, with the name derived from "Durable and Luxury." The brand's association with the Old English Sheepdog, first used in advertising in 1961, became so strong that the breed is colloquially known as the "Dulux dog" in Britain. AkzoNobel Coatings International BV currently owns the trademark following the 2008 acquisition of ICI.