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O’Neal Steel LLC, Birmingham, Ala., has launched a new brand identity, including a new logo, website and enhanced e-commerce platform, PRONTO.

The new logo is designed as a team of six S’s, representing safety, sustainability, strategic, service, stewardship and sales. The new logo reflects the company’s longstanding legacy and paves the way for how the company is moving forward.

“O’Neal Steel has evolved and grown over the past 97 years, and we wanted to create a new mark that truly reflects the strength of the O’Neal Steel brand,” said Stephen Armstrong, president and CEO of O’Neal Steel. “As our dedicated team of employees continue to lead the metals service center industry in service and technology, we are confident the new mark conveys who we are as an organization and exemplifies our unwavering commitment to providing the best customer experience in the industry.”

This marks the second rebrand in the company's 100-year history.