Thyssenkrupp’s redesigned logo unveiled last November, three rings under an arch against a bright blue background, is intended to herald a new beginning for the industrial group after its ill-fated expansion in the Americas plunged it into a crisis five years ago.
In 2010, the steelmaker from Essen almost went bankrupt and Heinrich Hiesinger was installed at the helm of Germany’s largest steel group in January 2011 to revive the company.
Mr. Hiesinger, a 55-year-old engineer, has succeeded in reorganizing the company, whose roots date back to 1811. But the former Siemens manager knows it will take more than a new logo to banish the shadows of the past.
“We’re still a long way off completing the transformation,” he told Handelsblatt. “Even though we’ve been doing a massive amount of work on it for four years.”