Thompson Brand Partners gives Severfield infinite identity

Thompson Brand Partners has rebranded structural steel company Severfield by creating an illusionary infinity symbol, designed to show ‘structural possibility’.

Severfield is the ‘market leading’ structural steel group according to Thompson Brand Partners and is responsible for the steel structural integrity of The Shard, Wimbledon Centre Court, the Emirates Stadium, and London Olympic stadia.

The new Severfield mark takes the form of an S but also appears to look like a building structurally supported by steel beams.

Thompson Brand Partners design director Richard Bassett says, ‘We  started by looking at twisted prisms and the scientific side of architecture and we thought about how Severfield is able to create any shape out of steel – twisted and impossible shapes.

‘The infinity symbol we have made is ever-changing and shows the structural possibility of what they can do. It’s got a strong 3D form and gives a sense of high-rise layers.’

The rebrand has been prompted by a strategic review aimed at ‘reinforcing Severfield’s position as the UK’s No1’ and delivering growth objectives according to Thompson Brand Partners.

The consultancy says it led internal and external research which informed a brand that represents ‘pride, passion and people’ communicated through ‘craftsmanship, strength and innovation’.

Thompson Brand Partners hopes that the new branding will both differentiate Severifield from its competitors and offer a consistency across the company’s four UK sites.

The new brand is being applied to signage, vehicles, safety equipment, work wear and marketing material, while a new website has also been created.

A colleague engagement programme has been rolled out to explain the rebrand and what it means to each individual.

Thompson Brand Partners managing director Nick Ramshaw says that the design has not been directly inspired by David Gentlemen’s British Steel logo ‘but we were conscious of it’.

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