Aurubis AG, the Hamburg-based copper producer and recycler, uses a blue triangle as its corporate signet. The mark is a direct continuation of the logo used by its predecessor, Norddeutsche Affinerie, and was retained when the company renamed itself Aurubis in 2009.[1]
Design and History
The Aurubis triangle traces its origins to 1953, when Norddeutsche Affinerie introduced a logo composed of three smelting tools: a pick, a tap and a fork. Arranged in a triangular formation with the letters “NA” in the center, the emblem was derived from the typical tools used by workers in the smelting plant, a design approach inspired by the emblems and symbols of old guilds.[1]
In 1991, marking the company’s 125th anniversary, Norddeutsche Affinerie replaced the detailed smelting tools with a stylized blue triangle. The new signet first appeared on the 1989/90 annual report. The redesign aimed to preserve the long tradition of the triangular arrangement while giving the logo a modern, memorable, clear and clean appearance. The color choice was influenced by Metallgesellschaft, then an important shareholder whose signet was blue; original considerations had included a copper color. The company name “Norddeutsche Affinerie Aktiengesellschaft” was set in block capitals beneath the logo, using the same typeface as Metallgesellschaft.[1]
By 1999, work was underway to modernize the identity again. In February 2000, Norddeutsche Affinerie presented a shorter, more concise logo, with the intention of eventually replacing the complicated company name with the abbreviation “NA,” similar to the approach adopted by HP and BP. A corporate design was developed for use across all publications to establish a uniform image.[1]
Following the merger of Norddeutsche Affinerie with Cumerio, a name change became unavoidable. The geographic identity implied by “Norddeutsche” (north German) no longer applied, as the company now operated factories in seven European countries. The name Aurubis, derived from the Latin aurum (“gold”) and rubrum (“red”), translates roughly as “red gold.” The name change took effect on April 1, 2009.[1]
Meaning and Symbolism
The blue triangle that remains part of the Aurubis identity represents the stylized smelting tools from the company’s earlier logo. According to Aurubis, the triangle stands for the values of consistency and trust and serves as a reminder of the company’s long tradition.[1]
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