Blazing up Kawatetsu

PAOS' 1987 logo and corporate identity for Kawasaki Steel Corporation.

The steel division of Japanese manufacturing company Kawasaki Heavy Industries was spun off as the Kawasaki Steel Corporation in August 1950 following the breakup of the Kawasaki Dockyard. Also trading under the name Kawatetsu, it became one of the world's top steel producers by the 1980s, having undergone rapid growth during the post-World War II period.

With the intention of achieving the goal of becoming a key industrial player in the 21st century, Kawatetsu devised a plan to diversify its business. It would begin this by initially offering steel-related products and later expanding into other materials and services such as engineering and construction.

Kawatetsu worked with PAOS to develop a new corporate identity. This intended to support the restructuring of the business; accommodate its ambitious diversification plan; and solidify its identity as a potent industry leader into the 1990s.

Keep reading to understand the concept behind the Kawatetsu logo. See how the logo was turned into ‘blazing’ patterns and how this was applied to materials in order to evoke a sense of creativity.