Borealis Press Release
10 January 1994
Master-McNeil Names Petrochemicals Merger; Borealis to be Largest Petrochemicals Company in Europe
Master-McNeil, Inc., a naming consulting firm located in Berkeley, California, today announced the newest name in world petrochemicals: Borealis. Neste Corporation (Finland) and Statoil (Norway) unveiled the name today in Copenhagen at the signing of the final merger agreement between the two companies. The new company, Borealis, will be the largest of its kind in Europe.
SB Master, President of Master-McNeil, commented: "This new name unites the corporate cultures of two very different companies, one Finnish and one Norwegian. Borealis is from the Ancient Greek boreios ("coming from the north") and Boreas ("the North Wind") and also exists in Latin as Boreas ("god of the North Wind"). The name suggests the common Northern heritage of the merger partners."
SB continued, "The new name is also acceptable and understandable worldwide. Through Borealis' association with Aurora Borealis (the Northern Lights), the company links itself to a well-known natural phenomenon. Besides being universally understood, Borealis brings to mind the idea of brilliant light, suggesting both creativity and energy, and evoking images of immensity and great beauty."
Said Juha Rantanen, Chairman and CEO of Borealis, "As the new company is an entirely new and independent entity, the Executive Team believed it was important to establish a totally new corporate identity as well. We think the new name is extremely appropriate. It suggests our Northern heritage; our energy and creativity; and our respect for nature."
Borealis, to be headquartered in Copenhagen, Denmark, will be an integrated polyolefins company with guaranteed access to feedstocks; with a comprehensive range of specialty and commodity products; and with a major commitment to Research and Development. With major polyolefins plants in Norway, Sweden, Finland, Portugal, and Belgium, and other operations in Europe, Asia, the Middle East, and North America, Borealis will be a European company with Nordic roots, competing in markets worldwide.
Master-McNeil, Inc., founded in 1988 by SB Master, creates corporate and product names for companies that market internationally. Clients include Apple Computer, Sun Microsystems, Sprint, Visa, Sega, Kubota, Statoil, and Neste. Prior to Master-McNeil, SB spent eight years at Landor Associates, where she directed the naming of Touchstone Films, Westin Hotels, and Pacific Telesis Group, among dozens of other naming projects.
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Master-McNeil, Inc.
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