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RHI Magnesita: double award for the new brand and visual identity

The new RHI Magnesita brand had two reasons to celebrate at the renowned "Transform Awards Europe 2018" ceremony in London on Monday evening, as the new brand picked up awards in both categories it was nominated in. The rebranded RHI Magnesita received silver awards for "best corporate rebranding following a merger" and in the industry category "best visual identity from the engineering and manufacturing sector". The “Transform Awards Europe” has honored brand development and rebranding projects for the past eight years rewarding excellence and innovation in branding across Europe.

RHI Magnesita, the world market leader in refractories, sees branding as an essential investment in the future. At an early stage in the preparations for the integration of RHI and Magnesita, management recognized the importance of the new brand for the process of organizational change, both internally and externally. “Our new brand is a promise to our customers and employees. It is about seamless continuity for our customers and about transparent change processes for our employees, as well as the clearest possible communication of the integration measures”, explains Stefan Rathausky, Senior VP Corporate Communications at RHI Magnesita,

The new brand as a starting point for cultural transformation

The new logo, and the visual system that has evolved from it, consists of a horizontal eight, the symbol of infinity, and the shapes of refractory bricks. The RHI Magnesita brand stands for the continuity of commitment and service, the connection of employees and customers around the world and the underlying solidity of refractory products. The rebranding was realized in collaboration with the global brand and communication agency MerchantCantos, part of the Brunswick Group.

The new brand RHI Magnesita is intended to mark the starting point of the business’ cultural transformation and was created as the foundation upon which the new corporate culture can grow.. “The combination offers us the unique opportunity to create a new, common corporate culture. With our new logo and the new brand RHI Magnesita, a first important and clearly visible step has been taken. The new brand demonstrates the incipient change both internally and externally," added Stefan Rathausky. Concrete initiatives on the new corporate culture have already been launched worldwide. Only recently, more than 60 "culture champions" from across 40 locations met in Vienna. As ambassadors of the new common corporate culture, they will now be tasked with bringing the brand's promises to life.

About RHI Magnesita

RHI Magnesita is the result of the combination of RHI and Magnesita to form the leading global supplier of high-grade refractory products, systems and services, which are indispensable for industrial high-temperature processes exceeding 1,200°C in a wide range of industries, including steel, cement, non-ferrous metals, and glass, among others. With a vertically integrated value chain, from raw materials to refractory products and full performance-based solutions, RHI Magnesita serves more than 10,000 customers in nearly all countries around the world.

With more than 14,000 employees in 35 main production sites and more than 70 sales offices, the company has unmatched geographic diversification. RHI Magnesita intends to use its global leadership in revenue, greater scale, complementary product portfolio and diversified geographic presence to target markets and regions benefitting from more dynamic economic growth prospects.

The combined company generated pro forma €2.7 billion in revenues in the financial year 2017. For further information please visit www.rhimagnesita.com

28.03.2018, RHI Magnesita

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