ARCELOR: World's biggest steel company

New: Steelmaker Arcelor

Launched: February 28, 2002

Story in brief:
The merger of Luxembourg's Arbed, Spain's Aceleria and France's Usinor created the world's largest steelmaker.
(and melted down their names... ARbed, aCEraLia, usinOR).

Credits:
CEOs - Joseph Kinsch & Francis Mer
Naming counsel - Nomen (Benelux)
Logo design - Corporate Factory (Paris)

First Impressions:
It's an ingenious naming solution, a new word with steel-like sound. With a name as strong as this, what strategic purpose does a symbol serve? And what is this symbol? (It is said to represent the alignment of three planetary orbits... but that sounds like design by a publicity writer.)