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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.
Belo Horizonte, Brazil
Interbrand São Paulo
São Paulo, Brazil
Beto Almeida, Leopoldo Leal, João Marcopito, Cristiane Inoue, Jair Alves, Rafael Cipolla (Corporate Design), Alejandro Pinedo, Daniella Giavina-Bianchi, Gabriela Mundim, Victoria Murat, Laura Garcia (Consulting)
Andreas Rotzler, Iris Hänsch, Salomon Gut (Corporate Design), Dr. Thomas Deigendesch (Consulting)