Since August 20, company ARAKO is undergoing rebranding and changing its exiting logotype according to a new strategy of the State corporation for Atomic Energy Rosatom. While preserving their names and unique identity, organizations nuclear industry will get unified logos based on the trademark of the State Atomic Energy Corporation Rosatom – the Mobius strip. Such approach to corporate branding is called “umbrella branding,” and many top-class global corporations are using it. The use of the umbrella brand in the nuclear industry will allow a unified positioning of ROSATOM organizations in the domestic and foreign markets, which, in turn, will lead to higher recognition nuclear industry enterprises and their projects among partners and customers.
The rebranding campaign is being carried out as a part of the new ROSATOM strategy, approved in April, which is based on the principle of “United ROSATOM”. The introduction of a unified branding system is a logical step in consolidating the efforts of the industry in promoting products and services on Russian and foreign markets. ROSATOM has created a strong and respected international brand, and the use of a name with a long history, in particular, in promoting new products in the non-nuclear sphere (digital products, development of the Arctic, environmental projects, mechanical engineering, etc.) opens up wide opportunities for ROSATOM enterprises on promising markets.
Rosatom is the only company in the world that covers the complete nuclear power production chain with it manufacturing background and experience. The activities it combines have a wide range ranging from the design, construction and operation of nuclear power plants, through the extraction, processing and enrichment of uranium and the production of nuclear fuel, to the decommissioning of nuclear power plants and the management of radioactive waste and used nuclear fuel. Furthermore, Rosatom produces radionuclides, which are used in medicine, agriculture and industry, carries out scientific research work, produces and develops digital products, etc. The main objective of Rosatom is the development of low-carbon energy, including wind power plants. It currently brings together almost 300 business and organizations with around 2500,000 people.
It is rather symbolic that a large-scale industry rebranding campaign coincided with the Russian nuclear industry 75th anniversary.
75th anniversary of the Russian nuclear industryIn 2020, Rosatom celebrate 75 years of the Russian nuclear industry. Russian has been and remains a pioneer in the use of nuclear energy. In 1954, Russian scientist activated the first world´s nuclear power plant, and today Russian operates three blocks of VVER Generation III+. In three quarters of a century, thanks to the Russian nuclear industry, nuclear power plants have been built in limited foreign countries, and today Rosatom is a leader in the construction of nuclear blocks abroad. Rosatom operates the only world´s fleet on nuclear icebreakers and the most powerful energy fast reactor; contribute further to the digitalization and development of nuclear medicine.