HYDRO AGRI WILL BECOME YARA
19 December 2003 - Hydro Aluminium

We have found a short name built on our traditions with a strong affiliation to our activities. The name will carry our message all over the world in a distinct way. In addition we see great possibilities to link our new name to our cultural heritage with the strongly recognized (acknowledged) symbol which we will bring with us from Hydro, says Thorleif Enger, who will head the new listed company.

Yara is a designed name with its’ starting point in both the Norse lingual heritage and in the old Germanic rune alphabet”. In the Norse language Jar creates the prefix jardar, often tied to cultivated land:

Jardavoxtr – crop from the soil – which is growing
Jardareign – property of land
Jardarhofn – a person who owns and cultivates the land
Jara is moreover the twelfth character in the rune alphabet and means “the year”, often signifies a good year with good harvest (crop, production). The word Jara is also the origin to “year” in English and “Jahr” in German.

- To make it easier to pronounce the word jara in a consistent way in multiple languages, we have chosen the prefix Y that incidentally relates to the English word “Yield” (produce, support, profit), which is the core message in our business, says Enger.

Yara will continue with the viking ship symbol in the new logo and marketing. Different versions of the Viking ship have been the core element in Hydro’s logo since the company’s inception in 1910, and today’s version has been in use for the last 20 years. The Viking ship is a well recognized brand for Hydro’s fertilizer products all over the world.

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