Today’s Coal. Arch Coal, Inc. was seeking a corporate rebrand with a grander vision. Their existing logo was modeled after the St. Louis Arch, a well-known geographic landmark located in downtown St. Louis, Missouri. Having served its purpose as an identifier for Arch Coal, Inc. and their corporate parent headquarters, it was time to reposition and extend the brand with a global presence and a greater purpose. The new mark was strategically aligned with a new brand promise and designed to serve as a pinnacle for responsible energy resource and distribution. The new logo’s dual, overarching bands symbolize Arch Coal’s core product offering and global reach. The logo also received a refreshing facelift by dropping “Inc.” from the logotype treatment.