British Steel updates identity

British Steel has unveiled its new brand identity, following 18 months of strategic consultancy and design input from Design House.

The company has also put together its first formal roster, with Design House as the lead agency to monitor design standards and check that the new house-style is implemented.

The ten-strong line-up also includes Fishburn Hedges, which has been appointed to design its seventh annual report for the company.

The new identity is intended “to reflect British Steel’s status as a world player in steel and steel products, and to position the company as a high-performance and customer-driven business”, according to a Design House spokeswoman.

“The heart of the new identity is a modernised corporate marque, which retains the distinctive symbol created by David Gentleman in the 1970s, in a new corporate blue and with a stronger typographic style for the British Steel name in grey,” the spokeswoman adds.

A new typeface has been designed specially for use across marketing material. The consultancy is also responsible for the identity guidelines, a Brand Book to convey the spirit of the brand, the 1997 environmental report and brochures for three bigger British Steel businesses.

British Steel is Europe’s biggest company in its sector.

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