Metso Outotec is to update the industrial branding of its whole product and service portfolio.
The Finnish quarrying and mining equipment giant says the move is being made to harmonise the visual identity of the existing offering with the Metso Outotec organisational brand and to create a strong, unified, and easily identifiable look for the “new era” of the company after the merger of Metso and Outotec in 2020.
The main colour of Metso Outotec products will be light grey, replacing the previous industrial product branding of both companies. A darker grey shade will be used as an accent colour to bring contrast. The copmany says the strong and recognisable 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 company says that the new identity will clearly differentiate the Metso Outotec offering by combining modern design with the powerful Metso Outotec brand colours and typography. Standalone brands in the Aggregates business including McCloskey, Shaorui and Jonsson are an exception and will continue with their existing branding.
Metso Outotec says that high customer value, sustainability and safety features are among the key criteria behind its industrial design and product branding choices.
The company’s Planet Positive-thinking will also be visible on the products: the over 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 development of our new industrial brand design derives from our desire to present a strong, harmonised and consistent image towards our customers throughout all touchpoints,” said Helena Marjaranta, vice president of communications and brand at Metso Outotec. “With an updated and appealing identity, we can strengthen our image as a leader in our customer industries and the enabler of sustainable modern life.”
