MUMBAI: Bringing the curtain down on an era that started in the UK in 1967, before spreading throughout Europe after a 1999 merger with Dutch Royal Hoogovens, the Tata’s have finally decided to replace the Corus name with the Tata brand and logo. 
 
This implies that the blue logo will take over the distinctive red sign of Corus. It is also said that the move to replace the Corus name with Tata Steel Europe also indicates that the synergy between the Indian parent and the UK steelmaker is almost complete.

“The Tata Steel name and logo will now appear on all of Corus’ transactional documents that also include product deliveries, locations and vehicles,” said a statement from Tata Steel on Monday. 
 
While the Tata Group acquired companies earlier also, not all acquisitions have led to a brand transition. Jaguar and Land Rover, the premium car brand acquired by Tata Motors, has not yet been renamed. The group’s retail business, Trent, also does not use the Tata name.
 
In a transaction that created one of the world’s largest steelmakers with presence in Europe and Asia, Corus joined the Tata Steel family in April 2007 in a deal size pegged at $12 billion.