ArcelorMittal Limited

Company Profile

ArcelorMittal is the world’s leading steel and mining company with more than 125,000 employees, steel manufacturing operations in 15 countries and customers in 129 countries. www.corporate.arcelormittal.com   The stated purpose of ArcelorMittal, which communicates the essence of why ArcelorMittal exists, is ‘Smarter steels for people and planet’. 'Smarter’ refers to both our products and the technologies we use to make them. It suggests that we have the know-how to make steel in a better way than has been possible previously and that we will continue to innovate. ‘People and planet’ makes it clear that our responsibility is not only to make steel that meets peoples’ needs for transportation, buildings, white goods, packaging and infrastructure, but also to do so in a way that does not damage the environment. Additionally, ArcelorMittal operates according to its four values Safety, Leadership, Quality and Sustainability (currently under review).   The ArcelorMittal brand Since the foundation of the company in 2006, when Arcelor and Mittal Steel merged, we have worked with some success to build a globally recognized and respected brand. Operating within a decentralized business model where business units around the world are empowered to run their own businesses, the brand is nevertheless developed and implemented from the centre in London and Luxembourg, using a on-line resource known as the Brand Standards Platform (BSP) which runs on the Frontify platform.   We consider the word ‘brand’ to refer to the promise that ArcelorMittal makes to its employees, customers and other stakeholders, encapsulated in the purpose ‘Smarter steels for people and planet’, and also to how this central idea is manifested, and implied and supported, through visual identity across all of the company’s communications and collaterals. It follows that we believe our brand, as described, has the ability to create preference amongst our audiences and is therefore a strategically important business tool.   The ArcelorMittal brand was valued by the independent brand valuation experts Brand Finance at USD 4.7bn in 2024.

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