Alcoa (NYSE:AA) revealed that its manufacturing business that will be separated and will become its future Value-Add Company will be named “Arconic” with a tagline “Innovation Engineered.”
The aluminum giant said it is on track to complete the separation of its legacy smelting & refining unit and its manufacturing business into two, independent, publicly-traded companies in the second half of this year.
The meaning of the Arconic brand
The Arconic brand represents the iconic heritage of its so-called downstream business or future Value-Add Company.
The “A” represents its proud Alcoa heritage. The “Arc” represents the arc of progress and the continued pursuit of advancement for customers, employees, shareholders and communities. The “conic” stands for the company’s history of making iconic products and its constant focus on the next breakthrough technologies.
Alcoa said the tagline “Innovation, Engineered” communicates the company’s mission to invent, develop and deliver products and solutions for high performance customers and industries through precision engineering and advanced manufacturing.
Alcoa Chairman and CEO Klaus Kleinfeld said, “The ‘Arconic’ brand fuses our extraordinary heritage with our highly promising future. It echoes our 127-year history of invention – and reinvention. Our logo depicts the realm of possibility brought to life. It reflects our vision of limitless innovation solving complex engineering challenges, to transform the way we fly, drive, build, package and power. And it represents the ingenuity of our people, who are dedicated to inventing, developing, and delivering high-quality, innovative products and solutions that contribute to our customers’ success and create shareholder value.”
The new Alcoa logo
The aluminum giant said its Upstream business will retain the Alcoa name. Today, the company also revealed a new iteration of the Alcoa logo, which represents an agile and transformed Upstream company.
“Its bold, geometric capital ‘A’ with the sharp apex signifies an upward trajectory and constant pursuit of stronger performance. Finally, the new Alcoa logo will remain “Alcoa blue,” reflecting the strong foundation upon which the company is built,” according to the company
“The new Alcoa mark represents a transformed and agile Upstream company: resilient against market down-swings and poised to capitalize on upswings. And so, with today’s announcements, we move closer to launching two leading-edge companies, each ready to define and seize the future,” said Kleinfeld.
