Gerdau is a Brazilian steel producer that traces its roots to a nail factory in Porto Alegre, Brazil, founded in 1901. The company’s visual identity has evolved through a series of documented changes, with its current logo emerging from a 2011 refresh tied to the company’s 110th anniversary.
Design and History
Gerdau’s logo has undergone five changes during its 110-year history. The first graphical representation of the brand was a stamp featuring a picture of a nail, widely used in promotional materials in the 1940s. In 1970, Gerdau’s first institutional logo was created, in which two letter Gs represented the company’s spirit of cohesion and desire to grow. This version underwent a minor change in 1976, and in the 1980s the company again changed its logo, which it had been using until early 2011.[1]
In May 2011, as part of its 110th anniversary celebration, Gerdau introduced a new brand and visual identity. The new logo underwent a subtle revitalization, becoming lighter and more modern.[2] The refresh accompanied a broader global branding effort in which Gerdau’s North American operations, previously known as Gerdau Ameristeel and Gerdau Macsteel, were consolidated under the single Gerdau name with new descriptors.[3]
In 2021, for Gerdau’s 120th anniversary, a commemorative logo was created by the 1.2.3.5.8 system, a collaboration of agencies within the Grupo Dreamers. The commemorative mark fused the yellow and blue colors that are standard to the Gerdau brand, creating a new tone in the company’s communications: Gerdau green.[4]
Meaning and Symbolism
The two letter Gs in Gerdau’s first institutional logo, created in 1970, were documented as representing the company’s spirit of cohesion and desire to grow.[5] The 2021 commemorative logo’s fusion of yellow and blue into Gerdau green was designed to connect the company’s narrative to attributes such as sustainability and Brazilian identity.[4]
Typography and Design
Gerdau’s standard brand colors are yellow and blue, as documented in the company’s 120th anniversary communications.[6] The 2011 logo update was described by the company as a subtle revitalization that made the mark lighter and more modern.[2]
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