New: Name, logo and visual system
Launched: June 1, 2007
Story in brief:
The world's leading steel
company, formed a year ago with the working name Arcelor Mittal,
now has its brand, and proclaimed "The day has finally come, the
mystery has been revealed – the fruit of months of intensive
work was presented to a thrilled public, arousing standing
ovations: the new ArcelorMittal brand has come to life!"
The "merger of equals" name-decision was confirmed (the space
between words being eliminated to make a new whole): and
FutureBrand designed a simple but expressive swoosh that's also,
if you tilt your head a bit, a monogram A. Adds
FutureBrand's Louden, "It is intended that the symbol is
principally an abstract symbol that refers to the energy and
dynamism of the company. The letterforms within the signature
are there for those who discover them, but be aware that there
is both an 'A' and an 'M' in there."
The HQ location decision (Arcelor's Luxembourg, rather than
Mittal Steel's Rotterdam) nicely
underscores the "merger of equals" message.
C.E.O. - Lakshmi N. Mittal
Identity design - FutureBrand (UK)
Client Director Ian Louden, Creative Director Matthew Buckhurst
Name decision -- Conservative. No surprise here; the
person's brand grows by association with the acquired brand. (The downside is
that the resulting name is a bit tedious, at five syllables, and
unexciting. In contrast "Arcelor" itself, just five years old,
was a braver name decision. Note how quickly it gained the
equity that Mittal coveted.)
Design strategy -- Where the name is soft, go for a
symbol. (See "Symbol? Or
Wordmark?") This one's an almost abstract swoosh, one
flat color, perhaps a ribbon of hot steel, certainly energetic.
Nice fit, too, with the rounded letterforms. A
refreshingly direct solution.
Where did we see this swooshing action? Aha... Australian
Tennis, noted in January!
(And until now, I had not seen the 'A' in Australia's lob and
volley. Cute.) It detracts not a whit from ArcelorMittal's lob and
The justifiably proud...