Usiminas

Repositioning and corporate design

The Brazilian steel company Usiminas is one of the biggest and most modern steel producers in South America. In some areas up to 90 % of the population depends on Usiminas indirectly. As a result, the company shoulders a great deal of responsibility, a point the company has chosen to address in its new brand launch. For the past 4000 years, steel has been the backbone of cultural development. Steel is a core substance of society. Usiminas is steel. Usiminas this substance. Usiminas steel is used in buidlings, cars, watches etc. We all have a piece of Usiminas and thus carry a piece of the responsibility, an idea that Usiminas symbolizes in the movement and the changing colors of the Usiminas “U”.

Client / Manufacturer

Usiminas

Belo Horizonte, BR

Design

Interbrand Zürich

Zürich, CH

Interbrand São Paulo

São Paulo, BR