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We discover potential

FLSmidth delivers factories, machinery, services and know-how to the global mining and cement industries. As the market-leading supplier of engineering, equipment and service solutions, FLSmidth improves performance, increases productivity, drives down costs, and reduces the environmental impact of operations.

With a new business strategy in place, we helped FLSmidth sharpening a new position. We united the global brand under one purpose, one story and launched a new global visual identity.

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Bringing better solutions to light

Based on the brand idea of discovering potential – that making even small discoveries, that can lead to a great deal more, we introduced a new dynamic element in the form of "the light beam". The light beam is a graphic device that is a central part of the concept of discovering potential. It highlights the solution, the result or the potential that is discovered.

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