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BHP Steel
Intelligent evolution can be ‘as new as new’ and be more potent when past values are retained but market relevance is continued. From BHP to BHP Steel to BlueScope Steel are the corporate name changes that occurred within one of the divisions of Australia’s largest company. The first phase of the new identity allowed the retention of existing values and visual elements contained within the brand. This included the previous well-established and well-recognised BHP abstract map of Australia symbol.
The evolution emphasised a move to rolled-steel products translated in the original graphic style. Later, the new typographic style allowed the company to embrace a new name and to utilise the structure of the word with its capitalised ‘S’ which further reinforced brand continuity. The original BHP interpretive map of Australia trademark.
BHP Steel
Intelligent evolution can be ‘as new as new’ and be more potent when past values are retained but market relevance is continued. From BHP to BHP Steel to BlueScope Steel are the corporate name changes that occurred within one of the divisions of Australia’s largest company. The first phase of the new identity allowed the retention of existing values and visual elements contained within the brand. This included the previous well-established and well-recognised BHP abstract map of Australia symbol.
The evolution emphasised a move to rolled-steel products translated in the original graphic style. Later, the new typographic style allowed the company to embrace a new name and to utilise the structure of the word with its capitalised ‘S’ which further reinforced brand continuity. The original BHP interpretive map of Australia trademark.
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