Steelmark
Encyclopedia
The Steelmark is a logo
representing steel
and the steel industry owned by the American Iron and Steel Institute
, and used by it to promote the product and its manufacturers.
The Steelmark consists of three four-pointed starlike figures within a circle. The stars in the design approximate a type of geometric figure called an astroid, a particular type of hypocycloid
with four cusps. A yellow figure is located at the top of the design, orange to the right and blue on the bottom, with the word "Steel" on the left side. The logo appears within a gray ring against a white background.
The logo was incorporated as the emblem of the Pittsburgh Steelers
, initially using the same design as the Steelmark, but later modified to include the team's full name.
Individual steel makers could use the design to promote the steel in finished products, and to help create a competitive awareness of the strength and quality of steel against aluminum and plastics. In 1964, the steel industry distributed 21 million of the Steelmark decals to be affixed to appliances and other household products.
In the original 1960 announcement of the program, the three hypocycloids were said to represent "the modernity, lightness and stylishness" of consumer products made of American steel. Later interpretations were that the Steelmark highlighted the attributes of steel, with yellow representing "lightens your work", the orange denoting "brightens your leisure" and the blue meaning that steel "widens your world". The definition of the logo components was updated to represent the three materials used to produce steel, with yellow for coal
, orange for iron ore and blue for scrap steel.
approached the owners of the Pittsburgh Steelers
about placing the logo on their helmets for the 1962 NFL season
, figuring that it would be a perfect product placement
for the steel manufacturers. The equipment manager for the team was told to put the logo on the right side of the team's all-gold helmets. The Steelers went 9–5 that season, their best record to that date. For their first post-season game, in the 1962 Playoff Bowl
, the team changed the helmet color from gold to black and it has remained largely unchanged since, with the team the only one in the National Football League
to have a logo on only one side of the helmet. In 1963, the Steelers petitioned the American Iron and Steel Institute to be allowed to change the word "Steel" in the logo to the full team name, which was approved by the AISI.
an soccer club Huachipato has a mirror image of the Steelmark logo as part of its shield.
Logo
A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition...
representing steel
Steel
Steel is an alloy that consists mostly of iron and has a carbon content between 0.2% and 2.1% by weight, depending on the grade. Carbon is the most common alloying material for iron, but various other alloying elements are used, such as manganese, chromium, vanadium, and tungsten...
and the steel industry owned by the American Iron and Steel Institute
American Iron and Steel Institute
The American Iron and Steel Institute is an association of North American steel producers. Its predecessor organizations date back to 1855 making it one of the oldest trade associations in the United States. AISI assumed its present form in 1908, with Elbert H...
, and used by it to promote the product and its manufacturers.
Hypocycloid
In geometry, a hypocycloid is a special plane curve generated by the trace of a fixed point on a small circle that rolls within a larger circle...
with four cusps. A yellow figure is located at the top of the design, orange to the right and blue on the bottom, with the word "Steel" on the left side. The logo appears within a gray ring against a white background.
The logo was incorporated as the emblem of the Pittsburgh Steelers
Pittsburgh Steelers
The Pittsburgh Steelers are a professional football team based in Pittsburgh, Pennsylvania. The team currently belongs to the North Division of the American Football Conference in the National Football League . Founded in , the Steelers are the oldest franchise in the AFC...
, initially using the same design as the Steelmark, but later modified to include the team's full name.
History
The Steelmark logo was unveiled in January 1960, with AISI president Benjamin F. Fairless proclaiming that the campaign marked "the first time that steel has been merchandised industry-wide at the consumer level". Fairless predicted that the program would help American steel makers fend off demand for imports.Individual steel makers could use the design to promote the steel in finished products, and to help create a competitive awareness of the strength and quality of steel against aluminum and plastics. In 1964, the steel industry distributed 21 million of the Steelmark decals to be affixed to appliances and other household products.
In the original 1960 announcement of the program, the three hypocycloids were said to represent "the modernity, lightness and stylishness" of consumer products made of American steel. Later interpretations were that the Steelmark highlighted the attributes of steel, with yellow representing "lightens your work", the orange denoting "brightens your leisure" and the blue meaning that steel "widens your world". The definition of the logo components was updated to represent the three materials used to produce steel, with yellow for coal
Coal
Coal is a combustible black or brownish-black sedimentary rock usually occurring in rock strata in layers or veins called coal beds or coal seams. The harder forms, such as anthracite coal, can be regarded as metamorphic rock because of later exposure to elevated temperature and pressure...
, orange for iron ore and blue for scrap steel.
Pittsburgh Steelers
Co-owner of the Steelmark logo, Cleveland-based Republic SteelRepublic Steel
Republic Steel was once the third largest steel producer in the United States.The Republic Iron and Steel Company was founded in Youngstown, Ohio in 1899....
approached the owners of the Pittsburgh Steelers
Pittsburgh Steelers
The Pittsburgh Steelers are a professional football team based in Pittsburgh, Pennsylvania. The team currently belongs to the North Division of the American Football Conference in the National Football League . Founded in , the Steelers are the oldest franchise in the AFC...
about placing the logo on their helmets for the 1962 NFL season
1962 NFL season
The 1962 NFL season was the 43rd regular season of the National Football League. Before the season, CBS signed a contract with the league to televise all regular-season games for a $4.65 million annual fee....
, figuring that it would be a perfect product placement
Product placement
Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the...
for the steel manufacturers. The equipment manager for the team was told to put the logo on the right side of the team's all-gold helmets. The Steelers went 9–5 that season, their best record to that date. For their first post-season game, in the 1962 Playoff Bowl
Playoff Bowl
The Playoff Bowl was a post-season game for third place in the NFL, played ten times following the -69 seasons. Bell was a co-founder of the Philadelphia Eagles as well as a co-owner of the Pittsburgh Steelers during much of the 1940s...
, the team changed the helmet color from gold to black and it has remained largely unchanged since, with the team the only one in the National Football League
National Football League
The National Football League is the highest level of professional American football in the United States, and is considered the top professional American football league in the world. It was formed by eleven teams in 1920 as the American Professional Football Association, with the league changing...
to have a logo on only one side of the helmet. In 1963, the Steelers petitioned the American Iron and Steel Institute to be allowed to change the word "Steel" in the logo to the full team name, which was approved by the AISI.
Club Deportivo Huachipato
The ChileChile
Chile ,officially the Republic of Chile , is a country in South America occupying a long, narrow coastal strip between the Andes mountains to the east and the Pacific Ocean to the west. It borders Peru to the north, Bolivia to the northeast, Argentina to the east, and the Drake Passage in the far...
an soccer club Huachipato has a mirror image of the Steelmark logo as part of its shield.