The new brand to propel Rostec into the first tier of major global manufacturing corporations

Press release
Moscow, December 21, 2012

Rostechnologii Government Corporation has unveiled its new brand, refreshing all brand components: branding style, logo, corporate look, and slogan. In addition, the corporation introduced its new multimedia website in seven languages. The corporation has also changed its name. The large-scale rebranding project cost the company more than US$ 1.5 million. Russia’s largest manufacturing corporations is becoming a multinational player of truly global caliber. To achieve top competitiveness on international markets, Rostechnologii intends to follow the policy of maximum transparency towards its business partners, investors, and the media.

The government-controlled corporation’s General Director Sergey Chemezov presented the brand at an event celebrating the corporation’s five years in business. Rostechnologii changed its name to something shorter and catchier – Rostec, which is easy to adapt for communication in other languages than Russian. Rostec’s new logo is an open square which symbolizes a window open upon the outside world and a focusing frame at the same time. It represents the philosophy of “partnership for growth,” “partnership for development.” The corporation is in a state of ongoing growth, fostering the growth and development of its business partners, its constituent companies, employees, and the country as a whole.

“In the first five years since its inception, the Corporation went through the formative stage: it consolidated its assets, fixed their financial health,” Sergey Chemezov said. “We are now entering a new development stage, where our key objective is to increase our market share, attract new business partners and investors. Communications and brand are becoming increasingly important for adding value to our products. A strong global brand is necessary for attracting world leaders in technology and finance, for successful implementation of the corporation’s strategy and increasing its market capitalization.”

Apostol strategic communications center and Ilya Oskolkov-Tsentsiper, founder and co-owner of the UK Winter agency were in charge of implementing the rebranding project. Winter hired seasoned British experts to design the new brand: a group led by Hazel McMillan took charge of the graphic design (McMillan’s recent projects include the British Airways livery and the famous Selfridges yellow handbags), while website development and design was assigned to SomeOne/Else, currently one of the best creative agencies in the United Kingdom. This team has earned its credentials working on projects for HSBC, Land Rover, BBC.

Rostec is becoming a global corporation. It is one of the most active Russian players on the international market, exporting its products to more than 70 countries, including the U.S., France, the U.K., Germany, Japan, and the corporation is constantly adding more countries to this list.

The corporation expects to receive more than RUB 240 billion from export sales in 2012. To make communication with international business partners as effective as possible, information of Rostec’s new website is replicated in six additional languages: English, German, French, Spanish, Arabic and Chinese, besides Russian. These languages were picked to match the countries and regions which are the biggest customers for the Corporation’s constituent companies’ products, including China, the EU, Latin America, and several others. The website contains more than 120 articles about Rostec, its constituent holding companies, businesses and organizations, several hours of streaming video, and approximately 1,000 photos of manufacturing facilities. The site presents the Corporation’s strategies, financial reports, organization chart, analytics, news, and many other documents.

“Rebranding of a major corporation of Rostec’s magnitude is quite a major task,” Ilya Oskolkov-Tsentsiper said. “It is not just a matter of designing a new logo, a slogan, fleshing out the corporation’s philosophy, creating a new look for its documents, it is also about introduction of the brand, supporting it. We hired the best specialists from different countries to handle the rebranding project and have achieved the best possible result. The new brand expresses the corporation’s values: its transparency, its openness to cooperation, its dependability.”

The government corporation is not going to stop at a mere rebranding – it sets the objective of reaching the maximum openness and transparency in its communication with business partners and the media. Among other things, Rostec will be using all the contemporary communication media, including video blogs and social networks. The Corporation will have corporate accounts on social networks (Facebook, Twitter, VKontakte), as well as an official YouTube channel.

“Information transparency is also part of the effort to shape Rostec’s new public image,” General Director of Apostol agency Vasiliy Brovko noted. “This transparency, as well as the whole rebranding effort, is necessary to position the Corporation on the global market, to shape a positive image in the media, including Western media. Apostol ensures all of this, acting as the Corporation’s communication back office.”

“We place a great value on Rostechnologii Corporation’s new brand, which should do a lot to promote the company’s reputation,” President and CEO of Boeing Commercial Airplanes Ray Conner said. “The new brand and the way it conveys the corporation’s strategy and goals will certainly help to reinforce the company’s positions worldwide. Rostechnologii is Boeing’s most reliable business partner in Russia, and the company’s new public image and brand reflect well its wide-ranging capabilities.”

Rostec is a Russian government corporation established in 2007 to promote design, manufacture and exports of high-tech manufacturing products for civilian and military use. The corporation comprises 663 companies and organizations, currently grouped under 12 holding companies in the defense industry sector, and five companies in civilian manufacturing sectors. Rostec subsidiaries lie in 60 Russian regions, shipping their products to the markets of more than 70 countries around the world. The corporation’s subsidiaries employ more than 900,000 people, or approximately 2% of the Russian workforce. Rostec generated RUB  45.6 billion in net earnings in 2011, paying RUB 100 billion in federal, regional and local taxes.

Corporate website: www.rostec.ru

Media contacts:
Rostec Corporation
Yulia Lebedinskaya
+7 (967) 053 72 15
yulebedinskaya@apostolmedia.ru
Antonina Gribanova
+7 (967) 053 85 68
agribanova@apostolmedia.ru