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American Iron and Steel Institute

Identity Development

Making the Case for Short Span Steel Bridges
Position:  America’s aging transportation infrastructure, including its millions of roads and bridges, is growing increasingly deficient.  Keeping many of these roadways connected, are short span bridges.  The use of steel in these bridges offers significant advantages, primarily strength, lifecycle costs and a reduced need for bridge maintenance. However, concrete has become the material of choice in many situations.  Standing in the way of the widespread use of steel is misinformation and lack of knowledge as well as aggressive marketing by the competition.  The market needs education on how steel can pay off in the long run.

Creating a Unified Message
Communicate: An alliance of steel manufacturers, fabricators and associations was formed in a bid to gain market share and create a more visible presence among engineers and designers. But before they could make an impression on the marketplace, the group needed a unified and recognizable identity that could be used on the organization’s marketing and educational materials.  A logo that clearly communicated bridge design was created, followed by a trade show exhibit, an informational fact sheet, a Web site landing page and various pieces of logo signage, and a branded specialty handout.

A Growing Recognition
Inspire: Though still in its infancy, the Short Span Steel Bridge Alliance has continued to add new members and take on new educational initiatives.  Key target audiences have begun to recognize the group as a single entity with a single message:  Steel Has The Solution.

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