THE Anglo American Platinum Corporation has launched a new corporate identity which will see the familiar abbreviation of Amplats fall away. The company is now called Anglo Platinum (AngloPlat), says the company’s Steve Calladine. Its old pentagonal logo has been replaced with a new three-layer triangular logo, described as bold and distinctive, which Calladine says identifies the company as an integral part of the Anglo American plc group to add to investor confidence. The new identity will eliminate confusion with Impala Platinum, also known as Implats, and help the company strengthen its position as the world’s leading platinum producer. The ownership, legal name of the company and management structures will remain the same.