As part of its 110th anniversary, Gerdau is introducing a new brand and visual identity. The long steel and special steel operations of Gerdau in North America, Gerdau Ameristeel and Gerdau Macsteel, will now be known as Gerdau. Descriptors were developed to differentiate between the parent company and the business operations that will now be called Gerdau. The descriptor for the long steel operations in North America, previously Gerdau Ameristeel, will be Gerdau Long Steel North America. Gerdau Special Steel North America is the descriptor for the company’s special steel operations, previously known as Gerdau Macsteel.
The company’s new logo has also undergone a subtle revitalization. Although the new brand has already launched, change will gradually occur over the next 12-18 months. The company recently announced plans to invest $320 million to expand its SBQ steel production capacity in North America by 400,000 metric tons through 2014. In addition, studies are being conducted to build a new special steel mill with an installed capacity between 700,000-800,000 metric tons.