APERAM TYPOGRAPHY by Futurebrand for APERAM

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APERAM TYPOGRAPHY

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Industry Chemicals, Fertilizers & By-products, Metallurgy
Media Design & Branding
Market United Kingdom
Agency Futurebrand
Creative Director Tony Fox, Stuart Dickinson
Released January 2011

Credits & Description

Category: Design Typography
Advertiser: APERAM
Product/Service: STAINLESS STEEL MANUFACTURER
Agency: FUTUREBRAND
Date of First Appearance: Jan 25 2011
Entrant Company: FUTUREBRAND, London, UNITED KINGDOM
Creative Director: Stuart Dickinson (FutureBrand)
Creative Director: Tony Fox (FutureBrand)
Senior Designer: Jonathan Krarup (FutureBrand)
Media placement: Corporate Identity - All Corporate Touchpoints - 25th January 2011

Describe the brief from the client
Naming, brand strategy and brand identity for a new global stainless steel company.

Describe the challenges and key objectives
Our key objective was to create a vision and voice for the stainless steel industry.

Describe how you arrived at the final design
Our inspiration came from the product itself – rolls of stainless steel. We used this to create a logo and typeface so that stainless steel is always at the heart of everything the company says and does.

Give some indication of how successful the outcome was in the market
Aperam launched their new brand identity to their entire internal audience on January 25 2011. Internal engagement was immediate and exceptionally high, with all levels of the business understanding, accepting and advocating the new name and brand identity.
Aperam was subsequently listed on the Amsterdam, Luxembourg and Paris stock exchanges on 26, 28 and 31 January respectively. As a result the stock price increased dramatically.