Radius Recycling

Radius Recycling (previously known as Schnitzer Steel Industries, Inc.) is a leading American metal recycling business and recycled steel manufacturer, operating 100 recycling facilities and employing over 3,000 people.

Operating for over a century under the family name Schnitzer, the company’s leadership sought to shed its old economy image to get credit for delivering global impact in carbon reduction and waste repurposing.

The comprehensive rebranding project was undertaken in partnership with Brand Federation. A positioning, strategy, and messaging platform was developed, leading to the creation of a new name: Radius Recycling. The name puts the emphasis on the company’s core value proposition as a business at the center of the circular economy. In addition, the word “radius” contains the word “us,” suggesting their pride in their committed workforce.

The new visual identity for the company, a vibrant orange arrow that also forms the letter R, is dynamic and circular, invoking the ideas of transformation, recycling, and renewal in a new and modern way.