ArcelorMittal, the world's biggest steel maker, on Monday launched its global brand to reflect the identity of the new company formed after the merger of Arcelor and Mittal Steel. The brand is based on the theme of 'Transforming Tomorrow', with sustainability, quality and leadership as the three main values, a company statement said.

"We wanted a positioning which not only reflects the strategy of the business but also reflects the responsibility we have as the leading player in our sector and one of the largest companies," ArcelorMittal President and CEO Lakshmi Niwas Mittal was quoted as saying in the statement.

Mittal said the launch of the brand was also an important part of the integration process, in that it created a common bond for employees and a clear set of values. The integration process of the two companies was progressing well, he added.

Observing that the steel industry was in a stronger position due to consolidation and globalisation, Mittal said, "as a sector leader, we expect ArcelorMittal to remain at the forefront of this transformation".

NRI tycoon L N Mittal-controlled Mittal Steel had last year acquired its nearest rival Luxembourg-based Arcelor to create the world's biggest steel empire. The company has revenues of around 88.6 billion dollars and produces 118 million tonnes of the alloy, nearly 10 per cent of the global steel prodcution, the statement said.

ArcelorMittal is also launching its new 'Boldness Changes Everything' global advertising campaign, the statement added.

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