One of the old giants of American industry, Alcoa (formerly the Aluminum Company of America) is about to be split in two. The Alcoa name will be taken by the upstream material extraction company, while the value-added processing business will be placed in a company with a new name. Last week it was announced that the new company would be called Arconic. At the same time, new visual identities for both Arconic and Alcoa were revealed. Both identities and the Arconic name were created by Landor Associates.
The Arconic name is a combination of 'arc' (for "the arc of progress") and 'iconic' (for the company's iconic products). The new stylised A symbol borrows its shape from the old Alcoa symbol. The lines are interpreted by the eyes as a three-dimensional projection, but it is in fact something of an impossible figure.
The old Alcoa symbol is a Saul Bass-designed classic from 1963, and you don't mess with those. It was given a slight a update in 1999, but has otherwise been unchanged for over fifty years. Landor's update frees the stylised geometric A symbol from the enclosing box. This change represents "a transformed and agile Upstream company characterized by out-of-the-box thinking".
Two dedicated brand pages are available from the following links:
Two videos to introduce the transformed brands can be seen below: