One of the largest integrated mining and metals companies in the Middle East, Maaden has announced the launch of a strategic brand transformation. Introduced with the slogan “Unearth Tomorrow,” the new identity aligns with Maaden’s ambition to grow its operations tenfold by 2040. This shift is not merely cosmetic; it marks a comprehensive reflection of the company’s innovation-driven, tech-oriented, and sustainability-focused vision.
The redesigned logo, combining the Arabic letter “م” and the English “M” into an infinity symbol, represents Maaden’s commitment to bridging its rich heritage with a global outlook.
Bob Wilt, CEO, Maaden, stated, "We are unveiling more than a visual identity today; this is an important milestone in our journey as a KSA-based, globally significant organization that drives progress through technology, innovation, and talent. We have ambitious growth plans that are already being realized, and to fuel these, we must continue to inspire our current and future workforce to transform the mining sector and realize Saudi Arabia’s significant mineral potential."
The new brand identity was first introduced earlier this year through Maaden’s partnership with the Aston Martin Aramco Formula 1 team. Additionally, the company’s strategic collaboration with LIV Golf reflects its efforts to boost global visibility and attract international talent to the sector. Through these initiatives, Maaden strengthens its mission to position Saudi Arabia as a leading international mining hub.
In line with Vision 2030, Maaden is committed to making mining the third pillar of the national economy. The company currently operates a broad portfolio including gold, phosphate, aluminum, copper, and emerging strategic minerals. As of 2024, Maaden reported revenues of SAR 32.5 billion (USD 8.7 billion), advancing steadily toward unlocking Saudi Arabia’s estimated USD 2.5 trillion mineral potential.
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