Enterprise IG has won the job to rebrand British Steel and Dutch metal industry group Koninklijke Hoogovens after their planned merger. The WPP-owned group is understood to have beaten Landor Associates and Wolff Olins in a credentials pitch for the work.
The new identity will emphasise the international stature of the merged company, says Enterprise consultant Vanessa Cohen. Each component company has previously featured a strong sense of national heritage in its identity.
The outgoing identity for British Steel was created by Design House.
“The merged groups want to use a new name and identity as a flag to their customers [showing where] they want to go in the future,” says Cohen.
The merger is expected to be completed in time for an early October launch of the new name and identity.