Lincoln firm rebrands British Steel

A new British Steel brand, formerly part of Tata Steel, has been created by Lincoln-based agency Ruddocks.

Following a formal tender process and a competitive pitch, Ruddocks was awarded the contract in February this year by Longs Steel UK.

Family Investment office Greybull Capital confirmed the signing of a sale and purchase agreement with Tata Steel in April and has resurrected the iconic British Steel name which disappeared when the organisation merged with Koninklijke Hoogovens to form Corus Group in 1999.

Ruddocks’ managing director Paul Banton along with several of the company’s designers were at the launch and said it is a very proud moment for the firm.

“To win the contract to rebrand the former Tata Steel’s Long Products Europe business, which includes not just the Scunthorpe steelworks but also several other locations across the UK & Ireland along with two sites in France, is a fantastic achievement for us,” Said Banton.

“Like British Steel, Ruddocks has a long heritage dating back to 1884 so there is a synergy between the two businesses. The old British Steel logo was iconic so it’s been an exciting challenge to come up with a new brand that we hope will be just as successful. In the run-up to today’s unveiling we’ve held focus groups with the employees at the Scunthorpe site and so far the feedback has all been positive.

“This is a momentous occasion in the country’s steel industry and we are delighted to be part of it. British Steel is strong, both as a product and as an organisation, and the new brand has been designed to reflect this.”