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The “Arconic” brand represents the future value-add company’s iconic heritage and continued commitment to industry-shaping innovation: The “A” echoes Arconic’s proud Alcoa heritage, “Arc” represents the arc of progress and the continued pursuit of advancement for customers, employees, shareholders and communities, and “-conic” speaks to the company’s history of creating iconic products and its constant focus on the next breakthrough innovation.

The tagline, “Innovation, engineered,” communicates the company’s mission – to invent, develop and deliver products and solutions for high performance customers and industries through precision engineering and advanced manufacturing. The logo is a two-dimensional icon that the eye sees as a three-dimensional projection, symbolising Arconic’s ambition and ability to make what is often deemed impossible real. Its silhouette pays homage to the Alcoa mark, while the colour represents the company’s vibrant, dynamic culture.

Klaus Kleinfeld, chairman and chief executive officer at Alcoa, said: “The ‘Arconic’ brand fuses our extraordinary heritage with our highly promising future. It echoes our 127 year history of invention – and reinvention. Our logo depicts the realm of possibility brought to life. It reflects our vision of limitless innovation solving complex engineering challenges, to transform the way we fly, drive, build, package and power. And it represents the ingenuity of our people, who are dedicated to inventing, developing, and delivering high-quality, innovative products and solutions that contribute to our customers’ success and create shareholder value.”