Alleima: Inside Kurppa Hosk’s Visual Identity

Explore the Alleima visual identity by Kurppa Hosk, pairing Molten Orange and Dark Steel Blue with Alleima Neurial typography for global steel.

Heavy industry rarely gets good design. When Sandvik decided to spin off Sandvik Materials Technology (SMT) into an independent global metallurgy company, Stockholm-based Kurppa Hosk stepped in for a three-year partnership to build the new brand from scratch. Renamed Alleima, the organization needed far more than a corporate logo swap. With steel mills, research labs, and shipping hubs spread across continents, every touchpoint demanded exact implementation. Kurppa Hosk looked to the mid-century modernist emblems of industrial giants and filtered that authority through a crisp Scandinavian sensibility.

Scandinavian Precision in the Alleima Visual Identity

The mark feels forged rather than drawn. Refined in Illustrator, the standalone symbol splits an angular capital A into a curved left leg that hooks under a sharp diagonal stem, echoing bent strip steel and precision tube extrusion. Right beside it, the studio introduced Alleima Neurial across Light, Regular, Medium, and Bold weights (Plus italics), giving technical tables and headlines a clean, utilitarian voice. Nothing in the grid feels forced. The color palette pulls straight from the furnace and the mill floor — pairing a fiery Molten Orange (#FF5532, RAL 410-4) and Dark Steel Blue (#0F232E, RAL Stahlblau 5011) with Iron Red (#872823), White, and Titanium Grey (#E1E1E1).

It works on wood and steel first. Inside the cloth-bound technical binders laid out in InDesign, stepped Molten Orange insert sheets for Martensitic stainless chromium steel (Alleima 19C27) sit over Iron Red specification matrices listing UNS and ASTM alloy grades alongside monochrome photography of hollow steel billets. Out in the warehouse, raw plywood and aluminum shipping crates carry stenciled Dark Steel Blue wordmarks, handling icons, and exact 890 x 1300 x 809 mm box metrics right down to the 53100-S serial number. Even the white hard hats on the tube-inspection line and the monumental rooftop signage carry that same stripped-back industrial discipline.

See the full project by Kurppa Hosk on Behance.