Algoma Steel unveils new look

Algoma Steel Inc. has a new corporate logo. The new corporate identity (shown) was unveiled this week in the company's 2002 annual report.

Algoma Steel Inc. has a new corporate logo.

The new corporate identity (shown) was unveiled this week in the company's 2002 annual report.

The design shows three coils of steel from ASI's Direct Strip Production Complex, which the company considers a cornerstone asset because it makes the highest quality hot-rolled coils in North America.

The three coils represent Algoma Steel's customers, investors and employees, the three groups considered critical to its success.

"Combined, they form a triangular shape with its solid focus on quality, productivity and cost," the annual report states.

The triangular design also relects ASI's commitment to quality, productivity and cost, three elements needed to succeed in the competitive steel market.