Kwak Yeon-soo is a digital editor at The Korea Times creating, editing and curating digital content for the newspaper’s website, mobile app and social media. She previously covered a diverse array of cultural, political and business topics.
POSCO launches integrated steel brand 'Innovilt'
POSCO President Chang In-hwa, sixth from left, poses with POSCO Engineering & Construction CEO Lee Young-hoon, fifth from right, and other officials at the launch event for “Innovilt” at the POSCO Center in Seoul, Tuesday. / Courtesy of POSCO
By Kwak Yeon-soo
By Kwak Yeon-soo
POSCO has launched its integrated structural steel brand “Innovilt” in a bid to drive the premium steel market, the company said Tuesday.
Innovilt ― a combination of innovation, value and built ― embodies eco-friendly and future technologies for structural steel widely used in the construction industry, POSCO said.
On Tuesday, the steelmaker launched the brand at the POSCO Center in Seoul. About 150 government and construction industry officials attended.
Structural steel refers to a variety of products, including high-strength steel, used for the construction of high-rise buildings, apartment complexes and infrastructure such as roads and bridges.
POSCO said it decided to launch an integrated brand so construction experts and end users could easily recognize and select POSCO's structural steel materials.
Under the slogan “Build the Next, Let's INNOVILT,” POSCO vowed to increase the reliability of its steel products by achieving shared growth with its client companies.
“We are trying to cope with the oversupply of steel in the market and the global economic slowdown through developing and providing high-quality steel products,” a POSCO official said. “That way, we can build a win-win partnership with our clients.”
Some of POSCO's high-performance steels include HSA650, POSCO Magnesium Alloy coating (PosMAC) and POSCO's advanced resolution printing technology (PosArt).
HSA650 is an earthquake-resistant steel for construction. It is strong, resilient and has high welding capabilities. PosMAC is five to 10 times more corrosion-resistant than standard steel.
And PosArt allows the printing of high-definition designs four times the resolution of a normal steel printer. It uses eco-friendly steel ink and can add dimension to steel plates.
POSCO said it will select Innovilt products based on comprehensive technical judgment and marketability among the company's structural steel materials.