Dragon Rouge creates identity for new sustainable tech company Metso Outotec – The Drum


Dragon Rouge London was commissioned to develop the new brand identity to mark the merger between two global organisations, Metso and Outotec.

Now known as Metso Outotec as of 1 July, the new business will focus on becoming a sustainability-focused partner for the minerals processing industries, with over 15,000 employees and a presence in over 50 countries, as well as a combined 150 years of experience in mining and metals.

The brand identity is driven by the core idea of ‘Partner for positive change’, representing the breadth of the brand’s offer.

The brand balances the change that customers and the planet need with a grounding in technical expertise and the right people to deliver it.

These big industry names coming together represent a bigger, more end-to-end solutions and services provider, working with its customers to be ever-more sustainable in processing natural resources

Before the merger, Metso and Outotec both had strong reputations and brands in their respective fields, but bringing the two together into one business represents one leading brand with a more end-to-end offer to customers; from technologies to solutions and services for aggregates production, mining, metals refining, and recycling.

The most powerful benefit for Metso Outotec’s customers is in improving efficiency and productivity whilst reducing environmental and economic risks. It means higher safety and energy efficiency and less waste from the processing of natural resources. As a result, the business positions itself as the ‘Partner for positive change’.

The logo was designed to create visual harmony between the names and a sense of parity of the two respective businesses, aided by the ‘partnership bolts’ between the two words. These bolts are a core part of the identity, holding everything together, as the basis for the graphic style and grid. The core brand anchor colour is a counterpoint to the extremes of black and white and is an amalgam of the two previous brands’ hero colours, with the wider colour palette and use of gradients providing flexibility and a representation of the breadth of the offering.

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The new Metso Outotec identity has the brightness and boldness befitting of a forward-driving leader and innovator, and the solidity and structure that is true to the combined business’ strength in experience within their industry.

As the Metso Outotec journey begins, Neles has emerged as a result of the demerger of Metso, focusing on changing the customer experience for the better in ‘flow control’ for processing industries.

Dragon Rouge London was commissioned to strategically position and create the identity for its new brand.

Neles has a 2,900 strong team and operations in approximately 40 countries, across the business engineers technologies for process industries like Pulp and Paper, Bioproducts, Oil and Gas. The Neles brand has roots going back many decades and was most recently a product brand under Metso, with good awareness at a global level and a strong reputation for high quality products. This brand was chosen to spearhead the new flow control business.

As a brand with a strong heritage and experience, it was critical that Neles was positioned with great relevance to today’s evolving needs of customers. Reliability is a critical factor in the industry, where products can make big profitability, efficiency and safety differences, but the Neles business is focused on creating the best experience of all-round reliability to customers; not just in product, but in services, innovation, sustainability and the whole customer experience too. This is reflected in its core promise of ‘Reinventing Reliability’.

Neles’ brand identity is inspired by the idea of looking at reliability in a new light, from a different and evolving perspective. Retaining the brand’s heritage blue, but giving it new context and gradients, the look and feel is one of a progressive and dynamic business, driven to create continual improvements for its customers’ businesses.

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