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Newmont Mining Corporation Unveils Bold New Corporate Identity Developed by Monigle Associates Gold Producer to Distinguish Itself as World's Premier Gold Company
DENVER, Jun 25, 2002 /PRNewswire via COMTEX/ -- Newmont Mining Corporation, the world's largest gold producer, today publicly introduces a new corporate identity. After announcing the union of Newmont, Franco-Nevada Mining Corporation Limited and Normandy Mining Limited in February, Newmont engaged Denver-based Monigle Associates, a leading corporate identity and branding firm, to create a new brand identity to distinguish Newmont and communicate the company's new stature in the global marketplace.
"Our February acquisitions made Newmont the largest gold producer in the world," said Wayne Murdy, chairman and chief executive officer of Newmont. "We felt the time was right to redefine the company's identity, and unify the company under one strong brand. Our new identity does an excellent job of communicating our vision, which is to create value with every ounce."
The new identity is meant to better represent Newmont as "the gold company" -- a tagline used in the corporate application of the new identity. Once the position was finalized, a design system was created. The graphic design elements in the design system work together to distinguish the company in a way that is immediately recognizable. The typography communicates a forward-moving energy, and reflects Newmont's goal of being a progressive company. The graphic element, above the name, conveys the upward-sweeping profile of a mountain peak, and is meant to symbolize strength and stability. The gold pinnacle represents the highest standard of leadership. The dark blue main logo color communicates the strength and tradition that Newmont has built during its more than 80 years in business.
"Building a strong brand such as this is invaluable. With this branding strategy, Newmont will be able to better differentiate itself in the market," said Rick Jacobs, principal of Monigle Associates. "In addition to distinguishing Newmont as the premier gold company in the world, the company's new identity also provides flexibility for branding its global offices, in places like Canada or Australia. I'm confident that as people become familiar with the identity, when they think of gold, they will think of Newmont."
Monigle and Newmont worked together throughout the creation of the new identity to execute the new brand properly across all critical touch points, including communication to employees. Using Monigle's proprietary methodology, called "Brandscaping(TM)," Newmont ensured all brand elements and core communication worked together to communicate a focused, distinct and relevant set of messages to all key audiences. In particular for employees, Monigle counseled Newmont on creating brand ambassadors at each of the company's sites to align everyone in the organization behind the new brand and identity.
The corporate identity was recently rolled out to Newmont employees worldwide through simultaneous events held at its various mine sites and at the Denver corporate office and regional offices in Canada and Australia. The rollout included a video, in which Newmont Chairman and CEO Wayne Murdy discussed the company's vision of "creating value with every ounce" and how the new corporate identity symbolizes the company's strategy going forward.
"Uniting employees from three separate companies is a challenge, and our brand identity is key to helping employees understand the company's direction and value proposition," said Doug Hock, director of public affairs, communications at Newmont. "This is a new era for our company, and our new identity is a visible symbol of our progressive new business approach."
About Newmont
Newmont, based in Denver, is the world's premier gold company and the largest gold producer with significant assets on five continents.
About Monigle Associates
With a staff of more than 85 professionals, Denver-based Monigle Associates ranks among the largest branding firms in the country. Over the past 30 years, Monigle Associates has implemented branding and corporate identity solutions for national and international clients. Monigle's list of past and present clients includes Cleveland Clinic Health Systems, Avis, Bank of America, Comcast, Freightliner, Johns Manville, Qwest, Rockwell and the United States Postal Service.
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SOURCE Monigle Associates
CONTACT: Stacey Andrews of Lawscomm Interactive Communications,
+1-303-755-4400, stacey@lawscomm.com, for Monigle Associates; or Kelly Major
of Monigle Associates, +1-303-388-9358, kmajor@monigle.com |
