Global steel giant Arcelor Mittal has unveiled its long-awaited identity, created by FutureBrand.
The marque, based on the idea of a signature, was decided on just two months ago, after a number of initial design routes were rejected because of concerns about their application.
‘Being a steel company means that application of the branding is tricky,’ explains FutureBrand creative director Matthew Buckhurst. ‘Certain circumstances, such as applying the marque to a piece of steel, need a simple design solution. The marque, as it is now, is simple and iconic. It’s so simple that it could be easily stencilled on the side of a truck.’
Buckhurst says that an awareness of the values of the Mittal family – the people behind the company – was key to developing the identity. ‘The Mittals are understated people, so it was essential to have something strong, clean-cut but world-class. That’s why we came up with the idea of the signature,’ he says.
Because of the international scale of the project, FutureBrand created a brand website, rather than a printed set of brand guidelines.
‘We developed a brand website that has downloadable applications, typefaces and tools. We can also upload additions and make modifications when necessary. The result is a very flexible brand tool, with the benefit of being instantly accessible anywhere in the world,’ explains Buckhurst.
A series of brand posters in key languages – Spanish, German and Russian – have also been developed and can be downloaded and modified in the same way as the brand website.
Overseen by AM brand manager Tony Old, visual language, photographic styling and vehicle livery will be implemented over the next three months.
The result of the £26.9bn merger between Mittal Steel and Arcelor last year, the company is now the world’s largest steel company, with over 320 000 employees and a presence in more than 60 countries.
Encompassing research, strategy, concept and creative work, AM is one of FutureBrand’s largest branding projects to date. It won a four-way pitch against Wolff Olins, Landor Associates and Enterprise IG in September last year.