Landor works with Alcoa to launch its future value-add company Arconic

NEW YORK (15 March 2016) — Lightweight metals leader Alcoa (NYSE: AA) today unveiled the name, logo and tagline of its future value-add company: “Arconic. Innovation, Engineered.” The future Upstream company will operate under the Alcoa name. The company’s separation into two, independent, publicly-traded companies in the second half of 2016 remains on track.


The “Arconic” brand represents the future value-add company’s iconic heritage and continued commitment to industry-shaping innovation:

  • The “A” echoes Arconic’s proud Alcoa heritage;
  • “Arc” represents the arc of progress and the continued pursuit of advancement for customers, employees, shareholders and communities; and
  • “-conic” speaks to the company’s history of creating iconic products and its constant focus on the next breakthrough innovation.

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.


The logo is a two-dimensional icon that the eye sees as a three-dimensional projection, symbolizing Arconic’s ambition and ability to make what is often deemed impossible real. Its silhouette pays homage to the Alcoa mark, while the color represents the company’s vibrant, dynamic culture.

“The ‘Arconic’ brand fuses our extraordinary heritage with our highly promising future,” said Alcoa Chairman and Chief Executive Officer Klaus Kleinfeld. “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.”

Alcoa Arconic signage

The Company also unveiled a fresh iteration of the Alcoa mark for the Upstream company. With the symbol removed from its enclosure, this new logo represents a transformed and agile Upstream company characterized by out-of-the-box thinking. 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.


“The new Alcoa mark represents a transformed and agile Upstream company: resilient against market down-swings and poised to capitalize on upswings,” said Kleinfeld. “And so, with today’s announcements, we move closer to launching two leading-edge companies, each ready to define and seize the future.”

Both Arconic and Alcoa will be domiciled in the United States and listed on the New York Stock Exchange, Arconic as ARNC and Alcoa as AA. Both will be industry-leading, FORTUNE 500 companies. The Upstream Company will comprise the five business units that today make up Global Primary Products: Bauxite, Alumina, Aluminum, Cast Products and Energy. Arconic will include the three business segments that today comprise Alcoa’s Value Add portfolio: Global Rolled Products, Engineered Products and Solutions, and Transportation and Construction Solutions.


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About Alcoa

A global leader in lightweight metals technology, engineering and manufacturing, Alcoa innovates multi-material solutions that advance our world. Our technologies enhance transportation, from automotive and commercial transport to air and space travel, and improve industrial and consumer electronics products. We enable smart buildings, sustainable food and beverage packaging, high-performance defense vehicles across air, land and sea, deeper oil and gas drilling and more efficient power generation. We pioneered the aluminum industry over 125 years ago, and today, our approximately 60,000 people in 30 countries deliver value-add products made of titanium, nickel and aluminum, and produce best-in-class bauxite, alumina and primary aluminum products. For more information, visit, follow @Alcoa on Twitter, and follow us on Facebook.

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About Landor

A global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.

Landor’s branding services include strategy and positioning, identity and design, brand architecture, prototyping, innovation, naming and verbal identity, research and analytics, environments and experiences, engagement and activation, and interactive and media design.

Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 27 offices in 21 countries, working with a broad spectrum of world-famous brands. Clients include Alcoa, Barclays, Bayer, BMW, BP, Cracker Barrel Old Country Store, FedEx, GE, Kraft Foods, Marriott International, Pernod Ricard, Procter & Gamble, Samsung, Sony, and Taj Group.

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