Brand promise, revised values and a new purpose

In June this year it will be 15 years since the creation of ArcelorMittal.

Since the launch of our brand in 2007 much has changed. We are a very different company now to the company we were then. It should be a matter of great pride to us all that in 2022 we continue to lead our industry across many areas: our technological prowess and leading research and development expertise; our global scope and scale; our efforts to decarbonize; our product range and market presence; our growth potential; and most importantly, the talent, commitment and quality which resides in our people.

Decarbonization is a critical component of our future success. This, and other changes, means we need to evolve our brand and what we stand for.

We’re excited to introduce in this short video a new corporate purpose – smarter steels for people and planet, revised values – safety, sustainability, quality and leadership giving life to a refreshed brand expression.

Our brand expression – including logos, colours, typeface and layouts – is designed to visually symbolise the brand promise.

Our new propose

Our new propose is to help build a better world with smarter steels. Des aciers fabriqués à l’aide de procédés innovants qui sont plus efficaces, consomment moins d’énergie et émettent beaucoup moins de carbone. Des aciers qui sont plus propres, plus résistants et réutilisables. Des aciers pour les véhicules électriques et les infrastructures d’énergie renouvelable qui aideront les sociétés à se transformer au cours de ce siècle.

‘Smarter’ refers to both our products and the technologies we use to make them. It suggests that we have the know-how to make steel in a better way than has been possible previously and we will continue to innovate. ‘People and planet’ makes it clear that our responsibility is not only to make steel that meets peoples’ needs for transportation, buildings, white goods, packaging and infrastructure, but also to do so in a way that does not damage the environment.

Our values

Since our company was founded, we have aimed to align all of our activity against three values: sustainability, quality and leadership. Each of these values stands on a foundation of health and safety. Our logo symbolises our commitment to these values.

• Health and safety : Health and safety is our number one priority. Nothing is more important. In this context, our three values – sustainability, quality, and leadership – are built on a foundation of health and safety. We believe that we cannot credibly claim any of these values if we do not have an industry leading, and continually improving, health and safety record.

• Sustainability : We want to be competitive and thrive in the world of tomorrow. This means we need to understand how the world is evolving, not only from an economic and market perspective, but also in terms of the social and environmental mega-trends that will shape our future. Our strategic thinking must be shaped by ensuring a competitive cost position versus the competition, but also taking into account society’s expectations for a more circular and lower carbon economy. This will enable us to take the right decisions about investment priorities and build the strongest platform for our company. This long-term thinking is essential if we want to ensure continued commercial success and generate the support of our stakeholders and long-term leadership in our sector.

• Quality : Quality is essential to our competitive edge. We must seek to exceed expectations in terms of our products, processes and performance, combining our deep operational knowledge with keen business acumen and a desire to innovate and expand the potential of steel. We should aspire to achieve excellence in everything we do, inspiring our colleagues to develop new ideas and come out on top.

• Leadership : We are the industry leader, not only in terms of volumes and shipments but most critically, by being ranked number one by our customers and appreciated for the products and services we offer. We achieved this leadership position as a result of our visionary thinking and willingness to challenge the status quo and do things differently. In the highly competitive world we operate in, we must continue to demonstrate thought leadership and champion new ideas and new ways of operating. We must be open to change, focussed on driving innovation and seeking out transformational opportunities. We do not wait for others to show us the way; we find the way and in so doing demonstrate to stakeholders the value our company can bring.

We are more than just a company, we are a community. We are driven by an entrepreneurial spirit and a passion for excellence, never accepting that the limits of our material have been reached. We will continue to push boundaries, whether developing technologies to reduce the carbon footprint of steel, transforming the built environment with our new construction solutions, 3D printing automotive parts using steel powders or, through the adoption of artificial intelligence and advanced automation across our operations. This is what it takes to be the steel company of the future.