APERAM: APERAM TYPOGRAPHY

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.