In the summer of 2020 Metso Minerals and Outotec merged to create a new company, Metso:Outotec. We helped to bring the two highly equitable brands together to create a new, modern, brand that delivers a more positive and sustainable future.
STRATEGY / LOGOMARK / IDENTITY / GRAPHICS / LITERATURE
A frontrunner in sustainable technologies, end-to-end solutions and services for the aggregates, minerals processing, metals refining and recycling industries globally, Metso:Outotec is €4.2 billion company with around 15,600 people in more than 50 countries.
It was important with the high number of employees, stakeholders and customers to ensure that the marriage of these two brands was both equal and respectful to their individual heritage. The logomark, using the ‘bolts colon’ brings the two names together as complete equals, the perfect 1:1 ratio.
The combined service offer of the newly merge business is truly full spectrum. The colour spectrum, reaching from outer space to inner earth, signals the breadth and depth of products and services on offer. This bold use of colour sets Metso:Outotec out from the crowd in an industry filled with drab, corporate, manifestations.
The new proposition culminated in the key message ‘Partner for Positive change’, which we brought to life visually with the ‘bolt colon’ and the ‘glowing spectrums’.
The glowing spectrums add depth, movement and a feeling of positivity to the brand. They help to create harmony across the huge array of brand touchpoints.
At the other end of the spectrum we balanced the soft glows with sharp angular details on type, illustrations and graphics to reference the cutting-edge technology and machinery they produce.
Using elements from either end of the spectrum creates a visual tension representative of the equilibrium that the business rides: people vs technology and nature vs science.
David Lismer & Becky King