New brand identity to be applied in phases across the company’s entire product and service offering
TO harmonize the visual identity of their existing offering with the Metso Outotec organizational brand, and to create a strong, unified, and easily identifiable look for the new era, Metso Outotec are updating the industrial branding of their whole product and service portfolio.
The new identity will clearly differentiate Metso Outotec’s offering by combining modern design with the powerful Metso Outotec brand colours and typography. Standalone brands in the Aggregates business, such as McCloskey, will continue to use their existing branding.
Metso Outotec’s Planet Positive thinking will also be visible on products. More than 100 products already identified to have sustainability features relating to water or energy efficiency, reduction of emissions, circularity or safety will have a Planet Positive label attached to them.
The main colour of Metso Outotec products will be light grey, replacing the previous industrial product branding of both companies, with a darker grey shade being used as an accent colour to bring contrast.
The strong and recognizable black and orange brand colours and the Metso Outotec logo will always be visible on the products. Additionally, product names will be visible, marked with an orange stripe.
The new colour scheme will be applied in a phased manner throughout all Metso Outotec products, starting with new product launches in 2021.
‘The development of our new industrial brand design derives from our desire to present a strong, harmonized and consistent image towards our customers throughout all touchpoints,’ explained Helena Marjaranta, vice-president of communications and brand at Metso Outotec.
‘We are particularly proud of our Planet Positive labelling, which we will implement in our products hand in hand with the new branding as strong proof of our commitment to sustainable business.’