ArcelorMittal Launches Its New Global Brand "Transforming Tomorrow"
Luxembourg/Rotterdam, June 4, 2007 - ArcelorMittal, the world's leading steel company, today
launched its brand identity and design.
"Today we are announcing what ArcelorMittal stands for, what it intends to achieve and by what
values and guiding principles we are going to operate" said Lakshmi Mittal, President and CEO of
ArcelorMittal. "We wanted a positioning which not only reflects the strategy of the business but also
reflects the responsibility we have as the leading player in our sector and one of the world's largest
companies, with major operations in 27 countries and 320,000 employees. We know that our position
in the steel industry brings unique responsibilities. We are committed to setting globally recognised
standards with the needs of future generations in mind."
To reflect the company's values and aspirations, the brand is based on the theme of
TRANSFORMING TOMORROW. Supporting the central positioning of TRANSFORMING
TOMORROW are three main values, -Sustainability, Quality and Leadership.
The brand has been created to reflect the identity and values of the new company which was created
last year through the merger of the number one and two companies in the industry, Mittal Steel and
Arcelor. Both companies had played a significant role in transforming the steel industry towards a
more sustainable model. Combined they have created a more diversified and stronger group - the
ideal platform for continuing this drive of transformation.
"The steel industry is in a stronger position today than it has been for many years," said Mr Mittal.
"This is largely due to consolidation and globalisation which is helping to create a more stable
operating environment. As the sector leader, we expect ArcelorMittal to remain at the forefront of this
transformation. This is important for all of our stakeholders."
Transforming Tomorrow also reflects the intrinsic role steel has in the world. "It is easy to forget the
role steel plays in the modern world," said Mr Mittal. "It is in the houses we live, the cars we drive, the
trains we travel in. We very much see the purpose of ArcelorMittal as being to continue to develop
steel of the highest quality in order to help transform the quality of the world around us.
The launch of the new brand is also an important part of the integration process, in that it creates a
common bond for all of our employees and a clear set of values which we intend to be visible in the
company at all times. "Integration has been going very well," said Mr Mittal. "But clearly the
company of our size needed a defined positioning and a clear set of values under which we will
operate. The brand has been very positively received by our employees and we will be working to
ensure that it remains the guiding principles for the future direction we take as a business."
On Monday, June 4, ArcelorMittal will also launch its new "BOLDNESS CHANGES EVERYTHING"
global advertising campaign. The creation of ArcelorMittal was a bold step, but one which will be an
important part of transforming the future of the steel industry," said Nicola Davidson, Vice President of
Corporate Communications. "We believe that boldness is an important part of the spirit of
ArcelorMittal and is one of the qualities which differentiates us from our peers. Bold moves have
brought positive change to the world around us for many centuries. Our advertising campaign is a
celebration of how such moves can really help transform the world."
ArcelorMittal is the world's number one steel company, with 320,000 employees in more than 60 countries. The company
brings together the world's number one and number two steel companies, Arcelor and Mittal Steel.
ArcelorMittal is the leader in all major global markets, including automotive, construction, household appliances and packaging,
with leading R&D and technology, as well as sizeable captive supplies of raw materials and outstanding distribution networks.
An industrial presence in 27 European, Asian, African and American countries exposes the company to all the key steel
markets, from emerging to mature, positions it will be looking to develop in the high-growth Chinese and Indian markets.
ArcelorMittal key pro forma financials for 2006 show combined revenues of USD 88.6 billions, with a crude steel production of
118 million tonnes, representing around 10 per cent of world steel output.
ArcelorMittal is listed on the stock exchanges of New York (MT), Amsterdam (MT), Paris (MTP), Brussels (MTBL), Luxembourg
(MT) and on the Spanish stock exchanges of Barcelona, Bilbao, Madrid (MTS) and Valencia.
Contact information ArcelorMittal Investor Relations
Continental Europe +352 4792 2414
UK/Asia/Africa +44 207 543 1172
Americas +1 312 899 3569
Retail +352 4792 2434
Bonds/Credit +33 1 71 92 10 26