BonaKemi is changing its name to Bona as part of a rebranding effort that will also include a new logo and tagline. The company said the changes will "streamline, clarify and strengthen its brand." The new tagline is "Passion for wood floors."

Kerstin Lindell, Bona's president and CEO, said the rebranding will also help make the company more visible. “The key to being active in a highly competitive market is to build a strong brand and strengthen its unique identity,” Lindell said. “Bona has been focused on wood floors for nearly 80 years. The company’s decision to streamline its brand further emphasizes our strong customer relationships and the company’s commitment to the industry.”

The new brand will be phased in during 2009. The company said the rebranding will embody several messages, including "Leading company for wood floor treatments," "World leader for innovation in our business and industry," "Global company with local presence," "Committed to wood floors for their entire lifetime," and "Developing products that fulfills and often exceed environmental demands" as well as the tagline.

“Bona’s new tagline -- Passion for Wood Floors -- mirrors Bona’s focus and expertise within wood floors.” Lindell said. “At the same time it communicates the company mission: 'Bringing out the best in wood floors.’"