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Hydro’s brand architecture

Our company has a brand architecture with Hydro as the master brand.

This establishes the Hydro name as the corporate umbrella under which all Hydro communication including products and initiatives – internal and external – are created and communicated.

Exceptions are the endorsed brands Sapa, Technal and WICONA. (See chapter about Sub-brands.)

Level 1 – Hydro master brand

The master brand establishes Hydro as the corporate umbrella under which all Hydro communication including products and initiatives – internal and external – are created and communicated.
hydro vertical logo

Level 2 – Business area

The business areas represents key operating areas and the main markets Hydro operate in. Business areas are not branded, but only identified as generic descriptors under the master.
bauxite and alumina, energy, primary metal, rolled products, extruded solutions.

Level 3 – Endorsed brand

These exceptions are individual brands allowed because they are needed to serve a specific market. Endorsed brands have a separate logo and visual identity but are endorsed by the Hydro master brand.
wicona, technal and sapa logos, connected to Hydro brand with

Level 4 – Products and product lines

Products and solutions are the revenue drivers of the organization and have the most visible presence in the market place. Naming of products and solutions should follow a systematic process to ensure efficiency and consistency and to support the master brand.
Hydro High strenght 400, Nexnor and Hycot.

Level 5 – External initiatives

External initiatives span one or more business areas and promote Hydro in key areas. They comply with the Hydro master brand but can be allowed unique names to serve specific markets or topics.
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Level 6 – Internal initiatives

Corporate-wide initiatives or campaigns that span one or more business areas and cater to internal audiences. They comply with the Hydro master brand but can be allowed unique names to serve specific markets or topics.
136_Productnaming_BrandArch_Level6.jpg