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Arcelor Mittal branding update

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Posted on January 31, 2007 by Stefan Schwarz

Information about the new brand including logos etc is still ‘top secret’ but I can share with you a small taster of what will happen….

Nicola Davidson, VP of Arcelor Mittal, responsible for Corporate Communications, and Laurence Ponchaut, Arcelor Mittal Head of Corporate Reputation, have so far presented a proposal about the new brand positioning and the architecture of the implementation.

The company that won the pitch is not entirely responsible for the development; some 93 interviews were conducted with Arcelor Mittal representatives as well as journalists, analysts and clients. In addition to this, 8,850 Arcelor Mittal people responded to the online branding survey that all employees received in their email, this was done to ensure that AM knew its peoples opinions.

The key concepts agreed by the GMB members was that ‘future’ and ‘change’ will somehow be present in the brand idea.

Laurence Ponchaut said “This GMB presentation puts an end to the discovery phase of the branding project.

Conducting a sound analysis phase is indeed important to create an Arcelor Mittal brand that mirrors the reality and is sustainable in the long run. The GMB really liked the proposed fundamental idea. The next deadline is when the Corporate Communications team will return to the GMB with a refined version of the brand positioning and two proposals for the visual identity.”

The general brand idea will be revealed at the global brand launch, planned for spring. “It will be a festive event – in line with the position of the company – rather than a conventional launch,” Laurence Ponchaut announced. That is when all of us will discover the brand positioning, together with the visual identity elements, the new logo, the corporate colours…



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8 comments


  • February 1st, 2007 by Diomedes

    It sounds like corporate colleagues are doing interesting work on the new brand. Nevertheless I’d like to put in a small piece of advise regarding the brand launch.

    We must be realistic enough to realize that our group is extremely diverse and lacking a common culture. Business units still feel and internally use the brands from before Arcelor, even before Aceralia, Arbed and Usinor. With this new brand some factories will have gone through more that 3 name changes in the last 10 years.

    Hence, the challenge is not only to come up with a good brand name, but to finally start making this group catch the feeling of unity and belonging. Only if we succeed in this will we be able to collaborate between business units and exploit the huge synergies that are available to us.



  • February 1st, 2007 by Raul Perez

    Is there going to be any change in company’s name?



  • February 1st, 2007 by Lucien

    It has been stated before: The name of the company is and will be Arcelor Mittal. So none has to give up his identity. Everybody will win a second name, that’s all.

    And for all those who are Aceralia, Arbed and Usinor: the name “Arcelor” is build from the three distinct names.

    And for those who have forgotten: ARBED was also the result of a merger, long ago and before the “globalization” hype.



  • February 6th, 2007 by lionel

    The new company name should not be a fusion of arcelor and mittal because arcelor was already a fusion of three brands. So what would it mean and what would it mean if the company becomes bigger?

    The colour of the “futur Arcelor Mittal” company should be “green” because, to my opinion, we should increase our ecological face. We should improve our communication on the durable developpment.



  • February 7th, 2007 by Nicola Davidson

    Many thanks for your emails and comments and it is good to see you all taking an interest in the development of the new brand.

    As Lucien correctly highlights the name of the new company will definitely be ArcelorMittal. We have two very strong brand names with a lot of positive brand equity and we want to build on that heritage to create a truly unique global industrial leader.

    At the same time it absolutely the intention that the brand launch marks the creation of a new company, not simply a fusion between the two old companies or old brands. ArcelorMittal will be unique, not a hybrid of the past. This is why we have dedicated so much time to really doing a thorough and comprehensive audit throughout the company of what the new company and new brand should stand for and to work on really having a platform which can be rolled out throughout the company and create the feeling of unity and belonging which Diomedes refers to.

    We haven’t decided on the colour of the logo yet, but creative work is underway. It is worth saying though that many people who have taken part in the brand audit share your view Lionel that sustainability should be a central issue, so don’t be surprised if you see that playing a central role in the brand positioning.

    Best wishes

    Nicola Davidson, VP Corporate Communications



  • February 22nd, 2007 by Trevor Easton

    Now that the “fate” of Dofasco has been deecided by the Department of Justice, how will Dofasco fit into the renaming scenario? Will the famous and respected name be retained as a division of the newly titled main corporate body or will we be absorbed into the whole.



  • March 23rd, 2007 by Márcia Byrro

    I’m proud of being part of this huge group and thrilled to use the new logo, including the same uniform.



  • June 1st, 2011 by Immigration Solicitor

    You can certainly see your skills in the work you write. The world hopes for even more passionate writers like you who aren’t afraid to say how they believe. Always go after your heart.




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