Allard Europe
The Steel and Iron Foundry

Allard-Europe is the result of a merger between Allard (Sidmar – Arcelor department) and Newell from Texas. It is one of the leading steel and iron foundries for jobbing work, prototypes and single pieces for small series.



After Newell leaves the company, a management buy-out takes place in 1996. The company is reorganized and changes its strategy. The new vision and strategy prove to be successful, but the brand is not evolving with it. To external stakeholders, Newell Allard remains the same company as it was before the buy-out. 


Strategy and approach

By opting for the brand name Allard-Europe, Lemento keeps building on Allard Foundry’s successful past, giving it an international dimension. The visual identity is all about the brand promise “The steel and iron foundry”. The result is a successful B2B brand. 

© 2016 Lemento nv
Stanislas Leclefstraat 18
BE-2600 Berchem
T +32 3 218 10 30
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