Rio Tinto

Rio Tinto is the world’s second largest metals and mining corporation, producing iron ore, copper, diamonds, gold and uranium. With a score of 6.55, it comes in at number 43.

The brand scores highly across several criteria. The core brand idea and purpose, ‘Driving human progress’, is single-minded and drives an innovative and forward-thinking brand personality. Having strong brand foundations in place means Rio Tinto can execute its brand identity with consistency across various communications touchpoints. It’s also clear that Rio Tinto is committed to sustainability. Its Sustainability Report includes performance data against SMART targets, the Global Reporting Initiative (GRI) index, a materiality assessment and information about stakeholders and external benchmarking. The digital brand experience is seamless and enjoyable. From a technical perspective, it has responsive layouts and is easy to navigate throughout. From a storytelling perspective, Rio Tinto utilises film to create an engaging experience for its audiences. The biggest opportunity for Rio Tinto lies in refreshing the brand’s visual style. While it enjoys a bold colour palette and ownable photography style, other key elements of the visual and verbal identity, such as iconography, illustration, tone and messaging, feel under-developed.