Enterprise IG has completed the development of a new name and corporate identity for Anglo-Dutch company Corus, formed by the merger between British Steel and Koninklijke Hoogovens.
The identity specialist won the appointment to brand Corus in August after beating Wolff Olins and Interbrand Newell and Sorrell in a credentials pitch.
Enterprise IG managing creative director Franco Bonadio says there is a stigma attached to British Steel which he describes as “very unfair. We had to see where the business is moving and then position it accordingly. The identity aims to move it away from being seen just as a steel company to an industrial group.
“The name will help them move any traditional thinking to a more service-oriented organisation. Corus is also a short word with a big sound on a simple level and it is easily pronounceable, which is always important for an international group.”
Naming the company has been a tough task, according to Bonadio. He claims it is now becoming increasingly difficult to come up with an “articulate name” because “it is likely to be registered by another company. It is a reflection of how difficult the naming game has become”.
Enterprise IG also produced a two-minute brand video, and, says Bonadio, will continue working with Corus on signage and literature “well into next year”.