| Vale
2010 REBRAND 100 Winners > merit
Industry: Industrial/Manufacturing
Enterprise Rebrand
Country Base: Brazil
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Vale is the second largest mining company in the world and Brazil’s most admired. Following a wave of expansion through international acquisitions, including Canada’s INCO, Vale sought to become a strong global brand with a clear, singular identity and positioning.
Challenge - To present the company in a consistent and powerful way
• The company’s name had been identified under many – CVRD, Rio Doce, Vale, and Companhia Vale do Rio Doce
• The visual identity and environmental design work needed to reflect the regional, public and key stakeholder perceptions, 70,000 employees included
Strategy - With the mining industry in the spotlight due to the world’s ravenous appetite for metals, it was critical to distinguish Vale from the competition (often portrayed as invading opportunists). Focused on growth while also committed to social and environmental responsibility, Vale is a partner involved in and dependent upon the success of the communities it’s a part of. To capture Vale’s unique dedication to look after today’s needs while considering its future impact, we crafted a brand positioning that humanized and brought relevance to mining – highlighting how minerals are essential ingredients to everyday life.
Result:
• United the company under one differentiating positioning and a single name
• Solidified Vale’s image as a global company with Brazilian origin through a powerful visual identity
• Captured the passion and spirit of Vale – simple, strong and elegant
• “V” conveys a valley, reinforces the name
• Suggests discovery, the Brazilian flag and a heart
Credits:
Client:Vale - www.vale.com
Brand Strategists/Designers: Lippincott - www.lippincott.com
Creative Director: Connie Birdsall
Designers: Adam Stringer, Brendán Murphy, Carlos Dranger, Isa Martins, Julia McGreevy, Daniel Johnston, Andres Nichols, Ryan Kovalak, Mike Sloan
Strategy: James Bell, Hilary Folger, Joanna Khouri, Sasha Stack
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