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MEI Online: General Minerals Engineering: Latest News: January 14th 2004

:: Outokumpu Global Growth and Transformation Reflected in New Corporate Identity  

The global Outokumpu metals and technology Group has unified under one brand all its business units in more than 40 countries, including Australia.

The new corporate identity, covering companies employing more than 20,000 people worldwide, reflects the successful implementation of a strategy of growth and transformation in recent years.

“We have become significantly bigger and at the same time moved further downstream in the metals value chain," said Outokumpu Global CEO Dr Jyrki Juusela, in announcing the brand changeover, effective from January 12.

Outokumpu today generates sales of about six billion Euros (about $A10 billion), with major strengths in its stainless steel, copper and technology. Some 90 per cent of revenue comes from outside the company’s home base of Finland. With all of its businesses now aligned under one brand, the Group is poised to build an even stronger and more distinctive position in the market, helping customers enhance their performance and thus strengthen their own positions. Ultimately, this rebranding will also make the company more competitive, as uniting all of its businesses will maximize value for customers and shareholders alike.

To this end, the new Outokumpu brand has a more focused meaning, a more uniform appearance and a new visual identity.

The new brand, from Kunde and Co of Denmark, ensures that all businesses within the Outokumpu Group will also adopt a uniform name structure. Avestra Polarit’s name has, in this context, changed to Outokumpu Stainless to match the names of other main businesses, which are Outokumpu Copper and Outokumpu Technology.



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