OCR Text |
Show Sfeelmark is symbol of the many fine products made from steel Today's modern steel industrv wt; an aricient tradition from the f Se met? m?n. of Europe, who, for centuriesT fied men- wuin. uy using small symbols called "hallmarks." The Steelmark, a circular star-encrusted symbol recently adopted by the American Iron and Steel Institute is now being be-ing used by American steel-. steel-. makers to call attention to ' finished products made from j steel the most versatile of metals. t This modern hallmark which I identifies steel "to lighten I your work, brighten your lej-I lej-I sure and widen your world," 1 recalls the custom used by tradesmen since medieval times when sword makers, silver-I silver-I smiths and, even armor-mak-I ing metal "tailors," stamped I or marked each product they 1 made with their own identify-' identify-' ing symbol of pride and qual- i ity. I Even today, many metal-I metal-I craftsmen's symbols are jeal-I jeal-I ously guarded at Goldsmiths' I Hall in London. Often stamped into gold and other precious 7 v-- 1UCHU- metals, many of these original atd ?nTC aS6r frm fories and inferior products. foiWthyP W hallmark needed roi the steel industry? Public opinion studies sponsored spon-sored by TJ d (.,, aPon thai u-, Steel showed that J , 6 PePle Were awe that steel played an important role in 0Ur American way of Me, they most often thought of it as a strong, heavy, and automeH-,metal US6d t0 ships -and towering skyscrapers. skyscrap-ers. While it is true that steal does perform these tasks well few persons also knew that almost one-third of the steel produced in this country is made into products used right m their .homes. Most people didnt realize that they shaved with it, cooked in it, slept on beds with steel innersprmgs and ate food preserved in tin cans which, are almost S3 per '' iffy rimi i cent steel. Coat hangers, bobby pins, coffey pots, toasters and myriads of other items they used every day, were Trade of steel. Yet. rhe average consumer consum-er wasn't aware of it. To remind people cf steel's versatility and its many applications, appli-cations, TJ. S. Steel launched a nation-wide advertising program pro-gram to create a public awareness aware-ness of the many modern,1 stylish and useful everyday products made of steel. This "new look" program was so successful that the Steelmark symbol was later adopted by the entire industry and, today, serves as a hallmark hall-mark to remind consumers that steel can also be light, bright and stylish, too. There are mentalities everywhere every-where who would not care to read the daily newspaper if the sports pages ere lewft out. |