Just Call Us ‘Cliffs’
The new Cliffs brand honors the extraordinary heritage of a 160-year-old company that has consistently delivered on its promise to mine, process and provide iron ore and other natural resources vital for modern living. We have changed our name and our brand, but we are not changing our commitments to our investors, partners, customers, employees, communities, and the environment.
Over the past several years, we have engaged in a number of transactions that have established Cliffs not only as North America’s largest supplier of iron ore, but also as an international merchant mining company well positioned to serve the world’s fastest-growing steel markets.
Our new name, Cliffs Natural Resources, recognizes our expanding base of products, customers, geographic markets and investors. The change signals to the world that we are aggressively pursuing new opportunities and welcome inquiries from potential customers and partners worldwide.
The adoption of Cliffs as our brand name gives us a simple, memorable global identity. The company has long been known informally as Cliffs, so in some ways this change simply acknowledges reality. The word also has appropriate connotations for a natural resources company in its literal meaning of a high, steep face of rock.
The typeface in the new logo, Swiss 721 Medium, conveys the strength of a modern industrial company. The blue-green color palette reflects our broader focus on natural resources and reminds us of our commitment to sustainable development. The symbols suggest the image of a cliff and also represent our core mining business, which operates both above ground and below.
A company does not survive and flourish as long as Cliffs has without being responsive to change. We are confident that our new name and new brand are the right response to the changing world and markets that we compete in. We believe they will serve the company and its stakeholders well for decades to come.
