Outotec was a Finnish technology company serving the minerals and metals processing industries. Its visual identity was introduced in 2007 when the company, then known as Outokumpu Technology, changed its name to Outotec to distinguish itself from its former parent company Outokumpu after its listing on the Helsinki Stock Exchange in October 2006. The corporate logo, visual identity, website and e-mail addresses all changed accordingly on April 24, 2007.[1]
Design and History
The Outotec logo was designed by Konsepti Advertising of Finland. The stated criteria for the new mark were that it had to be simple, powerful, unique and modern while taking into account the company’s history. The design brief also specified that the logo had to feature warm colored typography with no symbol.[1]
The name “Outotec” was chosen to reflect the company’s evolution from a technology division within Outokumpu to an independent, listed company with its own brand values and visual identity. According to the company, the name had a strong link to its past and the expertise its customers had learned to trust.[1] The company was already commonly spoken of and shortened as “Outotec” prior to the official change.[2]
In July 2020, Outotec merged with Metso to form Metso Outotec. The new combined company adopted a new corporate identity developed by Dragon Rouge London, which was commissioned to mark the merger between the two global organisations.[3] The new logo consisted of a simple, modern and bold wordmark with central “partnership bolts” between the two names, designed to create visual harmony and a sense of parity between the two businesses.[4]
In May 2023, Metso Outotec changed its name to Metso Corporation. The visual identity of the company remained unchanged, but the new name was reflected in the company logo.[5]
Meaning and Symbolism
Outotec’s broader brand identity was based on the colors and meaning of “The Stripe,” which symbolized a journey from the Earth’s core to the outer reaches of its atmosphere. The brand color palette included black, turquoise, light grey, blue, green, red and graphite. In the company’s audio branding, developed by Audiodraft, the red and graphite colors were interpreted as representing the company’s technology and thought leadership.[6]
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