EMR introduces new brand identity
European Metal Recycling has introduced a new brand identity, with EMR now standing for Everything Must Recycle. This change aims to provide a clearer meaning for the EMR name and the work of its over 4,000 employees worldwide who transform today’s materials into tomorrow’s products.
The company has evolved from its roots in metal recycling to a global materials business, recovering and transforming metals, plastics, and other materials for manufacturers worldwide. EMR has been finding value in unused materials for over 70 years, including steel, aluminum, copper, plastics, and more.
As manufacturers seek to strengthen supply chains, reduce carbon emissions, and secure resources for the future, recovering and reusing materials will become increasingly important. EMR’s new identity reflects its global operations and broader range of circular materials, while still being known as EMR.
The new brand identity is inspired by the people who work at EMR every day, drawing from the colors, textures, and practical nature of the work. Group CEO Chris Sheppard says, “This isn’t about EMR suddenly becoming a different business. We are proud of the EMR name because it carries more than 70 years of history.”
Chris Sheppard explains that the intention is to tell the company’s story more clearly. Most people see an old car or a demolished building as having ended its useful life. However, EMR sees materials that industry will need again, and recovering them safely, economically, and at scale is difficult work.
The rollout of the new identity will occur gradually across EMR’s global network, with existing equipment and infrastructure being updated as part of normal replacement and refurbishment programs. This approach will help introduce the new identity without discarding existing assets.
EMR’s evolution into a global materials business has been built on experience, technology, and the work of thousands of people. The company’s new identity aims to convey this story more clearly, highlighting the importance of recovering and transforming materials for a more sustainable future.
Chris Sheppard and his team are committed to continuing the company’s legacy while adopting the new identity. The company will continue to operate under the EMR name, but with a renewed focus on its role in the global materials industry.
