British Steel brand shortlisted in five categories at Transform Awards Europe

By Scunthorpe Telegraph | Posted: 23 Jan 2017

THE British Steel brand, already described as an icon that helped define 2016, has been shortlisted in five categories at the Transform Awards Europe.

Produced by Ruddocks, of Lincoln, it has made the shortlist in five award categories, as the creative industry gears up to celebrate the best practice in corporate, product and global brand development work.

Liz Brown, communications specialist for brand and digital media at British Steel, said: “A lot of people worked very hard to create and implement our new brand. It captures everything we stand for – pride, passion and performance – and has been very well received.

“Our new logo was recognised by Design Week as one that defined 2016 and now we hope to build on that. Being shortlisted for all five of our entries is fantastic recognition of the effort and dedication put in by many in tight and demanding timescales. We’re proud of what we’ve achieved and being shortlisted for these awards is the icing on the cake.”

The Transform Awards Europe has categories in five main brand themes: content, process, strategy, type and sector. All finalists will also be considered for the Best Overall Visual Identity and the Grand Prix for Excellence in Rebranding awards, with winners announced on the night.

Andy Clayton, brand director at Ruddocks, said: “We’re overwhelmed to have been shortlisted in such prestigious industry awards. The whole Ruddocks team really poured their heart and soul into the British Steel project so to be in the running for five awards is a real pat on the back for everyone involved.

“We worked closely with creative agency Moirae, who developed British Steel’s online and digital presence, so we’re glad to see our collaborative work recognised on this international stage too.”

The brand is on the shortlist for the Best Visual Identity in the Industrial/Basic Materials Sector; Best Rebrand of a Digital Property; Best Brand Evolution; Best Implementation of a Brand Development Project; and Best Internal Communications during a Brand Development Project awards.

The brand was unveiled at Scunthorpe steelworks in June last year, as the takeover by Greybull from Tata Steel was completed before employees, stakeholders and the national press.

Ian Cant, creative director at Ruddocks, said: “While attending the launch we were able to see people’s reaction to the new brand at first hand and were delighted to hear so many positive comments, especially from the employees.”  

Ruddocks worked closely with British Steel staff to create a new brand, which echoed the company’s values of pride, passion and performance, a process which the design team believe helped provide a feeling of ownership and empowerment.

Mr Cant added: “We’ve received so much positive feedback for the new British Steel brand and I’m looking forward to celebrating with our team at the award ceremony.”

The category winners will be announced during a gala dinner on Thursday, March 30, which will be held at The Brewery, in London.

Previous Transform Awards Europe winners include campaigns for Tesco, Lloyds Bank, Morrisons, BBC Newsbeat, Nuffield Health, TSB, and British Gas.

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