Creating an image for PJSC Severstal for the occasion of the day of the metallurgist
PJSC Severstal is the flagship of the Russian steel industry that strives for constant upgrade and development.
The holding responds to the challenges of today, following the principles of “new metallurgy” it has proclaimed. Severstal supplies high-quality rolled metal products, steel profiles, and pipe products for the construction and engineering industries and for oil and gas and industrial enterprises.
The holding produces large amounts of iron ore and coking coal. The facilities of PAO Severstal are located in Russia. The structure of the holding includes the Cherepovets steel plant, mining and processing enterprises in Karelia, many production facilities and service companies. According to the new vision and mission of the company, its goal is continuous progress, efficiency, and cooperation.
We developed a versatile visual solution that can be used in various formats: the same symbolic image is used both in leaflets and on the wall of the ice palace, on clothes and in the giant production workshops. This image can be used in all communication tools when it is necessary to convey the goals and values of the company.
We came up with a composition for the image: we decided to use elements of sports symbols when team members make a column with their palms, expressing unity and the will to win. In addition to the idea of unity, we had to express the principles of development and progress. For this purpose, we built a composition that resembles a wheel constantly rotating forward.
For the image, we used the new graphic language of Severstal PJSC, which is an element of the company’s updated brand. We used not only the symbols, but also the colors of this language. The following key colors of supergraphics were used: blue (reliability, efficiency, and quality), red (energy of the employees), and steel (innovation). And the white color here symbolizes ease and openness to partnership.
After the idea of the image was developed, it took us one day to prepare the photography and translate it into the new graphic language. The photography was done in Cherepovets. We photographed real employees of the company: a mining worker, a steelworker, a manager, a crane operator. The result of the project was an image in the graphic language of the holding company in accordance with the updated vision.
Cherepovets