Vale
Identity
Brand Center
Brandbook
Visual Systems
Signage
Environment
A sharp new look for a Brazilian mining giant
In 2007, Vale, a Brazil-headquartered iron ore producer expanded its geographic reach and mineral breadth by acquiring Canada’s Inco, a leading nickel miner and Australia’s AMI, a coal producer, in addition to organically growing in Asia, Africa and the Americas. Overnight, Vale had become the second largest mining company in the world.
Challenges
Develop a comprehensive global brand strategy and implementation program to meet the business and marketing needs of this dramatically changed organization.
Actions
Created a unique, relevant and differentiating positioning platform (‘we provide the essential ingredients for everyday life’) that brings the company to life in the eyes of its key stakeholders — internal and external
Selected an appropriate name for the company (out of the four in use)
Clarified and created consistency in Vale’s brand architecture
Re-energized and aligned messages to key audiences
Created a new identity that supported the brand positioning and signaled change
Developed a visual system that is expressive, efficient and simple to use
Created global brand guidelines to ensure consistency and alignment across all organization
Provided the tools for Vale to effectively manage the program
Activated the brand through a broad variety of customer and employee touchpoints
Educated employees and agencies about how to bring the brand to life in communications with internal and external audiences