Alleima

Forged from the past.
Engineered for the future.

Sandvik Materials Technology (SMT) was once part of the parent company and brand Sandvik. When the decision was made to establish it as a separate entity, it sparked a three-year-long strategic and creative partnership with Kurppa Hosk to devise, design and deliver an entirely new global brand. A brand fit to carry the organisation firmly into the future, and a new platform to advance employees, clients, partners and investors, together.

In arguably the most closely watched rebrand in Swedish industrial history, SMT is now officially Alleima. 

A new, clear strategic direction positions the brand as a technology leader, progressive customer partner and sustainability driver. 

A new name is inspired by the brand’s metallurgy core. And the new identity looks simultaneously to the past with respect, and the future with ambition. “Creating a brand of this scale is an epic undertaking, made possible and truly enjoyable by collaborating with Kurppa Hosk” says Elja Nordlöf, Executive Vice President & Head of Communications at Alleima.

“The new brand completely captures our unique competences, our rich history and our bold ambitions as the market leader in advanced materials.”
— Göran Björkman, Alleima President & CEO

Synonymous with the region and completely integral to the Sandviken community, the original SMT was an organisation entirely shaped by its 160-year heritage. And from that rich history, we created the new brand, Alleima. A brand forged from the past yet engineered for the future. At Alleima, past fuses with present. Epic scale operations sit alongside precise engineering. Raging furnaces fiercely smelt the metal for exquisitely intricate appliances. These dualities play a powerful role in defining the new brand. 

A brand for the next 160 years

Such a powerful and emotive history deserves a fitting brand expression. The new Alleima identity builds on the best of the company’s past while reflecting who they truly are today – and the organisation they are yet to become.

Same focus, new name
A bold brand promise to advance material technology called for a new name. The distinctive coined name Alleima makes a respectful nod to the brand’s metallurgy roots and an unfailing passion for elevating materials. And as China is a key market for Alleima, a Chinese adaptation of the name and logo was a crucial consideration.

Modern-day storytelling
From the third-generation employees (sometimes even fourth) to the local lake water cooling the smelting furnaces, Alleima is alive with captivating stories of our people, products and a deep sense of place. A new authentic visual expression, working with both micro and macro scale, is captured in an extensive brand imagery library.

And with emotional attachment to the old brand running extraordinarily high, creating internal excitement, understanding and pride towards Alleima was both a sensitive and vital part of the rebrand’s success.