Liam Denning, Columnist

The New Coal Miner Pitch: Don’t Mention Coal

Arch Resources channels its inner Don Draper to appeal to the ESG crowd.

May 21, 2020 at 12:19 PM UTC

Liam Denning is a Bloomberg Opinion columnist covering energy. A former banker, he edited the Wall Street Journal’s Heard on the Street column and wrote the Financial Times’s Lex column.

The commodity that shall not be named.
Photographer: Bloomberg/Bloomberg

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Gray? Try “steel-colored.” Angular? You must mean “steel-inspired.” I’m referring, of course, to the new logo of the rechristened Arch Resources Inc.

The old logo, with its stylized fragment of St Louis’ Gateway Arch, was fine — apart from the fact that it had the word “coal” in it. Arch Coal, the company’s old name, was a mite too connected with a certain fuel that is not only in terminal decline in the U.S. but also rather unpopular with the ESG crowd.