Naming and Corporate Design for the Thysssen-Krupp Group
In 2011, Thyssen-Krupp planned to sell its stainless steel unit. Their question for the branding agency Realgestalt: how should the the unit Stainless Global be called in the future?
Realgestalt’s answer: INOXUM. Then everything developed rapidly: the executive board quickly gave green light for the new name, the web domains were available worldwide and the trademark was secured.
INOXUM convincing in every way: it sounds familiar (origin: French: inoxydable), its meaning is accurate, but is completely new and was never used by anyone previously. It has a nice sound and is pronounceable in all relevant languages. More over, it has no negative connotations of any sort, is memorable, and expresses competence, power, and authority. The name’s qualities were instantly recognized by the customers. Outkumpu, the Finnish material company, adapted INOXUM the next year.
Well-established brands such as NIROSTA and VDM are part of the world of stainless steel businesses. This overview shows the effect the INOXUM Brand Design has on the appearance of these brands.
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