Mining with Principles
ICMM
Purpose
- Transforming organisations
- Building brands
What we did
- Brand strategy
- Brand architecture
- Visual identity
- Verbal identity
- Campaign
Three billion tons. That's the volume of metals and materials required as we move the world to net-zero. Without these raw materials, there’s no renewable energy, no green technologies, no sustainable cities. ICMM are working at the coalface of this paradox – that emitting less relies on extracting more. They bring together a third of the global metals and mining industry to remould a sector that is renowned for exploiting communities and the natural environment. We partnered with ICMM to develop their vital new strategy, Mining with Principles, and to give it more impact and reach.
A new symbol of trust
Learning from the permeating influence of FairTrade and Woolmark, our proposal was to create a new, recognisable symbol of trust. A visual synonym for metal that’s responsibly sourced with rigorous standards. A mark that is not only a token of pride for those producing metals, but is one day demanded by the businesses buying them and the conscious consumers using them. The identity draws on the established human symbols for the natural elements, celebrating the symbiotic relationship between us and our planet.
At the core of ICMM’s sharpened focus lay 10 foundational principles. We distilled these into actionable guides to inspire ambitious collective action, at scale, and to rally companies to join in and start Mining with Principles.
In good time
Growing universal recognition of a symbol takes time – the Woolmark logo launched in 1964 and FairTrade started in 1997. This is not an overnight success story, but a longer plan that will play out over the years ahead. Today, ICMM are equipped to grow their members and gather momentum for their mission. And as they do, their message will cascade down the chain as they work towards a future where all metals and minerals are responsibly produced in their adamantine pursuit of a safe, just and sustainable world.
