Our brand evolution.
Same EMR.Clearer story.
For more than 70 years, we've been recovering the materials that help build tomorrow.
Transforming them.
Supplying them back into industry.
Helping build tomorrow's products from today's materials.
The work
hasn't changed. But the
world has.
The materials we need for tomorrow are already all around us.
Recovering them, transforming them and putting them back into use has never been more important.
That's why we're evolving our brand.
Not because we've become a different business.
Because we want to explain more clearly who we are, what we do and why it matters.
Everything Must Recycle.
It is our vision.
It is what we believe.
It is what we stand for.
Because tomorrow’s products depend on today’s materials. Together with our partners, we turn today's materials into tomorrow's products, enabling the circular economy.
Everything Must Recycle isn't a new direction.
It's a clearer way of explaining who we've always been.
And our language better explains the role EMR plays in turning today's materials into tomorrow's products.
Watch the story behind our new identity.
Our people. Our customers. Our sites.
Evolving. Not starting again.
This isn't a new beginning. We're proud of the EMR name and everything it represents.
More than 70 years of practical, skilled work recovering valuable materials.
What's changing isn't who we are. It's how we explain what we do.
EMR has grown from its roots in metal recycling into a global leader in circular materials.
Today, we recover and transform metals, plastics and other materials, helping manufacturers keep valuable materials in circulation and turn today's materials into tomorrow's products.
Our new identity better reflects the standards, capabilities and ambition of the business today—and the growing importance of the role we play.
In the UK, our legal company name has changed from European Metal Recycling Limited to EMR Group Limited.
Legal company names vary across our international businesses, but in everyday communications we are simply EMR—the name our customers, partners and colleagues know and trust.
The world needs this work more than ever.
Demand for raw materials is increasing.
Supply chains are becoming less predictable.
Manufacturers need resilient supplies.
Governments are prioritising industrial security and resilience.
More of the materials we need can come from what already exists.
Recovering them has never been more important.
That's where EMR comes in.
Every day, more than 4,000 colleagues recover, sort, process and transport millions of tonnes of material, helping keep valuable resources in circulation and supplying manufacturers around the world.
It's practical work. It's difficult work.
Increasingly, it's work the world depends on.
OUR IDENTITY HAS GROWN OUT OF THE WORK WE DO.
Our new identity has grown out of the business itself.
Every part of our identity has been inspired by the people, places and purpose that have shaped EMR for more than 70 years.
You'll see bold orange inspired by the high-visibility clothing worn every day by the people at the heart of our business.
Our logo has evolved rather than been replaced. It builds on the familiar EMR wordmark while transforming our heritage swoosh into a circular symbol—reflecting our commitment to circularity and keeping valuable materials in circulation.
Our photography celebrates our people, our sites and the practical, skilled work they do every day.
And our language better explains the role EMR plays in turning today's materials into tomorrow's products.
The look has evolved.
The work hasn't.
What you will start to see.
You'll begin to see our new identity appearing across our website, digital channels, communications and marketing materials.
Across our global network of more than 150 sites, the rollout will happen over time.
We'll continue improving our sites and creating a more consistent brand across our global business.
Wherever practical, we'll make the most of what we already have. Where replacement is needed, we'll look for opportunities to reuse, refurbish and recycle materials wherever possible.
It's a practical approach that reflects the belief at the heart of our brand.
Everything Must Recycle.
Watch EMRin action.
Everything we need to build tomorrow is already here.
Let's put it back to work.
Brand launch FAQs.
EMR has grown from its roots in metal recycling into a global leader in circular materials.
Today, we recover and transform metals, plastics and other materials, helping keep valuable materials in circulation and supplying manufacturers around the world.
Our new identity better reflects who we are today while staying true to the values, heritage and people that have defined EMR for more than 70 years.
No.
Our people.
Our customers.
Our sites.
Our work.
They all remain the same.
What's changing is the way we present ourselves and tell our story.
In the UK, our legal company name has changed from European Metal Recycling Limited to EMR Group Limited.
Legal company names vary across our international businesses, but in everyday communications we are simply EMR.
EMR is simply EMR.
Everything Must Recycle is our statement of purpose—a clearer expression of what we believe and what we have always worked towards: making better use of the materials already around us, keeping them in circulation and finding value where others see waste.
Because tomorrow's products depend on today's materials.
Changing a global business doesn't happen overnight.
We'll introduce our new identity gradually across more than 150 locations, creating a more consistent global brand while making the most of the assets we already have.
Where replacement is needed, we'll look for opportunities to reuse, refurbish and recycle materials wherever possible.
It doesn't mean that we now recycle everything at EMR, Everything Must Recycle is our vision.
It reflects our belief that tomorrow's products depend on today's materials.
Recovering and transforming more of the materials already around us is one of the biggest opportunities for industry and society.
It captures the role EMR plays every day in helping keep valuable materials in circulation and supplying manufacturers with the materials they need for tomorrow.
For press enquiries, interview requests or additional information email marketing@emrgroup.com. Our media kit is also available here.
Any further questions?
We're here to help with all your queries. Drop us an email at brand@emrgroup.com and we'll be in touch.
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