Common Good Creates New Identity 'Alterna' for Blacksmith Materials’ Green Steel Production

To signal the company’s commitment to reducing the environmental impact of the steel industry, with their revolutionary new production process, Blacksmith Materials has rebranded as Alterna.

Advertising agency Common Good paved the path forward by developing the new company name, the logo, and its overall visual identity. The name 'Alterna' was selected to telegraph the company as the alternative to the old method of metal production. 

The U.S.-based technology company is focused on advancements that eliminate nearly all the greenhouse gas (GHG) emissions typically associated with refining iron and steel (one of the largest contributors of emissions today). It essentially allows companies to make steel using less energy for a lower cost. Full adoption could reduce global GHG emissions by at least 4%.

The logo was established to look timeless but with a modern aesthetic—making Alterna the pinnacle of future steel production. The “A” symbol was designed to be an abstract representation of extruded metal from the mill, and the wordmark is set in a humble yet future-looking typeface.

“The tone is provocative, optimistic and philanthropic,” said Andy Dutlinger, creative director. “We needed to accurately represent the positive impact, both environmentally and economically, that Alterna can bring to steel manufacturing—and the reality that this groundbreaking innovation could help fuel a new Industrial Revolution.”