The Umicore brand stands for:
We embrace change.
We innovate.
We go beyond borders.
We create an environment of trust.
We empower.
We build strong partnerships
We perform.
We act responsibly.
We leave a positive mark.
The Umicore Brand is
Responsible
The brand reflects Umicore’s responsible approach to its financial, environmental and social performance.
Ingenious
The brand reflects Umicore’s innovative spirit in the design and development of products and processes and also in the way it conducts its business to meet its customers’ needs.
Personal
The brand reflects Umicore’s personal approach to tailoring products, services and solutions to customers’ needs, while signifying that Umicore’s approach to its customers is first and foremost through its people.
The Umicore brand is not:
Arrogant
While our brand collateral shows pride, it must also demonstrate the humility that we have in a competitive market where we continually strive to improve our offers and our approach to bring them to market.
Disorganized
In the same way as Umicore’s design, development, production, marketing and sales approaches are structured and organized, our brand collateral also reflects an organized and structured approach.
Capricious
Umicore’s brand collateral demonstrates the same rigorous scientific and logical approach as we find in Umicore’s creativity and innovation.
Unrealistic
Everything that is branded by Umicore is founded on pragmatic principles of utility and application. This extends to the images, texts and stories that accompany our branding.
Diluted
The Umicore brand stands clearly for all Umicore’s values, representing a strong and clear position.
Irrational
Our brand collateral demonstrates clear and structured thinking.
Insincere
Our messages, communications and information are founded on principles of clarity, truthfulness and sincerity.
Offensive (abusive, rude, impolite)
Umicore respects all members of the community and our brand collateral will never offend any minority or interest group for whatever reason.
Intolerant
Umicore’s brand collateral is ethical, respecting human rights and tolerating all religious and political beliefs.
Obscure
Our branding messages and information are clear and unambiguous in all cases.