British Steel: Six-cess for top brand forged in Lincolnshire

By Scunthorpe Telegraph | Posted: 19 Apr 2017

BRITISH Steel is celebrating after its new brand scooped SIX awards at a prestigious awards event.

It swept the board with the design that has already been heralded as an icon of 2016, taking gold in three categories, silver in two and topping the evening off by landing the Grand Prix award for overall excellence in rebranding.

The Transform Awards recognise best practice in corporate, product and global brand development work.

British Steel, together with creative agencies Ruddocks and Moirae, were shortlisted for seven awards including two special awards selected from all shortlisted entries – Best Use of Visual Property and the Grand Prix.

Ruth Henstock, British Steel's head of communications, said: "It was an amazing night. We're already so proud of our company and its new brand but to come to these awards and win six really is the icing on the cake. Winning the Grand Prix was a great accolade and fantastic recognition of all the hard work our employees put into building our new brand and implementing it worldwide."

The award judges described the new British Steel brand as a "strong and compelling branding project" with "excellent results, particularly in employee engagement." It was developed in conjunction with Lincoln-based design agency Ruddocks.

Andy Clayton, brand director at Ruddocks, said: "The whole Ruddocks team really poured their heart and soul into the British Steel project so to have won this many awards is a real pat on the back for everyone involved!"

Liz Brown, communications specialist for brand and digital media at the Brigg Road headquarters, said: "Our brief to Ruddocks was to create a brand that represented a vibrant new British Steel. We're renowned for producing world-class steel and providing first-class customer service so it was an exciting challenge and they really rose to it, as is evident.

"Our approach to its creation, involving a team of employees from multiple disciplines, built a strong, well-received and credible brand, and one that's now been recognised by industry experts as award winning, many times over!"

Doncaster-based Moirae created the new British Steel website and intranet, launched on June 1, when the business was handed over.

Bosses are keen to stress that British Steel's brand journey doesn't end here. "This is just the start," said managing director Paul Martin. "What we've achieved so far is inspirational – we have a strong visual identity built on our long-standing history, steel industry expertise and core values. Our strapline – Building Stronger Futures – embodies our long-term vision to build a sustainable and successful company for our employees and communities, working in partnership with customers and suppliers.

"This recognition for our new brand is extremely welcome and we're already looking to how we build on this. I'm very proud to say I work for British Steel – it may be an old name but it has a new energy and drive. But we know our brand isn't just about the strong visual identity we've created, it's also about our culture and the way we behave. It's great to be part of this evolving company and seeing how we're moving forward, I'm confident we have an exciting and bright future."

'Steeling' the limelight from Gentleman

GREYBULL Capital resurrected the British Steel name after taking over Tata Steel's long products business last June.

It had disappeared when the organisation merged with Koninklijke Hoogovens to form Corus Group in 1999. English artist, illustrator, designer and author David Gentleman had designed the original, and Ruddocks' work was a notable move away from what had served the business for 30 years, between 1969 and 1999, and was based on two sheets of folded steel. It was also replicable with compasses and a ruler.

After winning the Design Week Award for an icon of 2016 in December, Mr Clayton tipped his hat to Gentleman's work, understood to have been developed at pace when a first company's work was dropped.

Mr Clayton said: "Greybull Capital's brief was to create a brand identity that represented a vibrant new British Steel, renowned for producing world-class steel and providing first-class customer service.

"The old British Steel logo was iconic but we understood that they had to move in a different direction, so it was an exciting challenge for the team to come up with a new brand that echoes the brand values of pride, passion and performance.

"The design team worked closely with British Steel employees to create a new identity that they could feel proud of and empowered by, so hearing their positive feedback during the launch was a really proud moment for us."

The logo is a combination of the B and S and is made up of three parts to represent the company's core values of pride, passion and performance. The colours are derived from the elements of the steel-making process: molten orange signifies the start of something vibrant and exciting and the cool navy background colour is intended to represent the quality of the organisation – professional and committed.

The five categories, which were assessed by industry experts, were:

  • Best visual identity in the industrial/basic materials sector (Gold)
  • Best implementation of a brand development project (Gold)
  • Best internal communications during a brand development project (Gold)
  • Best rebrand of a digital property (Silver)
  • Best brand evolution (Silver)

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