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Mining is rapidly transitioning into a smarter, more efficient future—one where the very presence of mines may often go unnoticed. While this shift may seem subtle, it marks a crucial step forward, and it's a transformation for the better. The mines of tomorrow will operate with such precision and technological sophistication that their presence will blend seamlessly into the landscape, all while continuing to supply the vital raw materials that power our modern society. 
Out of sight, but never out of mind, these advanced mines will remain essential to meeting the world’s growing demands for resources, even as the process of extraction becomes increasingly invisible.

 

Our creative response to Anglo American’s FutureSmart Mining™ strategy was to capture and visually express this vision of technological innovation, precision, and sustainability. At the heart of our concept was a graphic device we called The Glow. This representation served as a metaphor for the advanced technologies driving the extraction of essential materials, symbolizing the precision, efficiency, and sustainability with which these resources are now being unearthed.

The Glow concept was more than just a graphic—it became the cornerstone for a completely new visual identity that would resonate with a digitally-focused, future-facing audience. It embodied the cutting-edge nature of FutureSmart Mining™, reflecting the way that technology, data, and precision mining are transforming the industry.
 

Building upon The Glow, we developed a full range of design elements, from typography and iconography to illustration and color palettes. Each of these elements was carefully chosen to reflect the core values of FutureSmart Mining™—efficiency, innovation, and sustainability. The bespoke made typeface was created to evoke clarity and precision, while the iconography and illustrations drew on the idea of technology, connectivity, and the invisible yet essential processes taking place beneath the earth’s surface. Meanwhile, a modern and sophisticated colour palette was used to reinforce the theme of clean, advanced technology in a naturally rich, resource-driven world.
 

Ultimately, this new brand world for Anglo American was designed not only to highlight the company's forward-thinking approach to mining but also to communicate the profound impact of these innovations on the future of the industry. The visual identity was intended to capture the sense of technological evolution and sustainability that FutureSmart Mining™represents, while creating a fresh, dynamic, and digitally savvy brand presence for Anglo American in an increasingly technology-driven world.

Creative Director - Lou Hunter

Design Director - Ryan Ras

Senior Designer - Brinley Clark
Designer - Leah Graham

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