Stainless Steelmark Launched
September 13, 2002 -- A huge plate of mirror-finished stainless steel with the words "Birth
of a Mark" engraved upon it greeted delegates to the meeting of the Stainless Steel Appeal on the 6th floor
of the Royal Institute of British Architects' building in the west end of London today. As delegates got
off the lift, they were met by the simple, yet stunning, piece of art.
Beauty and performance that's designed to last. Stainless Steel is ultra-hygienic, durable,
stain-resistant and 100% recyclable - so it's kind to the environment too.
What followed, was a presentation on the work of the Stainless Steel Appeal (SSA) over the past five years -
and why the decision had been taken to introduce a special mark identifying stainless steel to mass consumers
in the U.K. Delegates included some of the existing members of SSA, potential new manufacturing members,
representatives of important retail outlets such as Marks & Spencer and John Lewis. The trade media was
also present.
Following an introductory video, Jacqui Power, of McCann-Erikson PR traced the manner in which a group of
manufacturers and retailers of domestic stainless steel product came together to form the SSA in October
1996. At the Ideal Home Exhibition, the organization launched the media periodical All Things Bright
& Beautiful, and has since participated in competitions, advertorials and the SSA website.
During a focus group meeting with "typical middle England housewives," it was discovered that the majority
were unable to distinguish stainless steel from other shiny materials. This convinced the SSA steering
committee and members that a simple identifying mark was required for the product. The mark will be used
initially in the U.K. but later, possibly, elsewhere in Europe and the world.
To obtain a variety of designs, SSA sponsored an annual Design & Art Directors student
competition. Of the 80 plus designs submitted most were of a very high standard. But one, by
student Johan Holm, was unlike all the others and therefore stood out. His design forms the
basis of the new Stainless Steelmark. On 13th September Johan unveiled a huge, gleaming stainless
steel plate with his mark etched upon it (see illustration above). It was greeted with enthusiastic
applause.
The mark consists of a transparent box, through which the viewer can see the stainless steel beneath,
surrounded by a stylized spash of paint and the words "Stainless Steelmark" and "Beauty and performance
that's designed to last. Stainless steel is ultra-hygienic, durable, stain-resistant and 100% recyclable - so
it's kind to the environment too."
The SSA is incorporated as a limited company and the new Stainless Steelmark is registered as
a "collective mark." This means that only members of the SSA are licensed to use it. It is
hoped that as it becomes better known more manufacturers of stainless steel products will join the
SSA.
A public launch will take place in late November at the BBC "Good Food Exhibition" at the NEC in
Birmingham. The SSA will have a small stand there and, as well as promoting the new mark, will permit
members to place their sales literature on the stand.
For more information, please contact:
Ms Jacqui Power
Stainless Steel Appeal Limited
c/o/ McCann-Erikson PR
McCann House
Highlands Road
Shirley. Solihull
West Midlands B90 4WE
Tel: (0) 121 713 3772
Fax: (0) 121 713 3799
e-mail: jacqui_power@europe.mccann.com
Web site: www.stainlesssteelappeal.com
