At our recent Annual General Meeting, we officially launched BlueScope’s new brand identity. Our brand is an important signal about who we are and is directly inspired by Our Purpose:

We create and inspire smart solutions in steel, to strengthen our communities for the future

The identity includes a refreshed logo, brand colours and a consistent look and feel across all BlueScope communications and platforms. The look is bold, strong and has a sense of confidence and optimism. The new graphic device or ‘flex’ is derived from our logo and symbolises energy and strength.

Over the coming months and during 2021, we will gradually roll out the new brand across BlueScope.

The changes you will see reflect the modern and purpose-led organisation we are becoming and gives us the confidence to deliver what matters to our communities around the world.

This is a very exciting time for all our brands and businesses, and we look forward to seeing where Our Purpose and brand identity will take us and how we will continue to create strength together.