core sector communique

New visual identity for LKAB

Over the past few years, LKAB has successfully implemented a growth strategy and invested heavily in development and growth. The ambition is to be visible externally and therefore an updated visual identity is introduced today.

– We have sharpened and clarified who we are, says Lotta Fogde, Director of Communications.

LKAB has great ambitions to use the favourable situation in the iron ore market to build a larger and stronger company. Plus 35 per cent delivery capacity by 2015 is the plan as a first step.

– Our ability to achieve our ambitious goals depends a lot on how people, governments and organizations evaluate what we do in our company, continues Lotta Fogde. The image of the mining industry is largely obsolete. We see ourselves as a company of the future, and that is what we want to convey to the world. The old look did not reflect our ability to use research and innovation to develop new technologies and products that give us a leading position on the market.

Our goal is that all employees will act in a manner that supports the image of our expansive company. Therefore, the company's values - committed, innovative and responsible – were formulated and begun to be used.

– LKAB produces the world’s most climate-smart iron ore pellets. We lay the foundation for development and prosperity worldwide. It is something to be proud of but it is also challenging. If we stop improving ourselves, there is a risk that competitors will pass us.

The iron ore market is growing rapidly, and LKAB wants to grow with its customers to not lose market shares. It also creates a great need to recruit many new talents during the next few years.

– The world is changing and we need to adapt to new conditions, so that we become easier to recognize and understand. Therefore, we have given our different communication channels and identity carriers a major overhaul. Our publications, for example, have been transformed and we are launching a completely new external website today, says Lotta Fogde.

– Along with the new visual identity, we are unifying the group under the LKAB brand and the most important change is that most of our subsidiaries are renamed, comments Lars-Eric Aaro, President and CEO. This is to make clear that LKAB has several different activities that all support the main business.