AET - Alert Steel Branding Gets Facelift

AET - Alert Steel Branding Gets Facelift                                        
Alert Steel Holdings Limited                                                    
(Incorporated in the Republic of South Africa)                                  
(Registration number 2003/005144/06)                                            
JSE code: AET                                                                   
ISIN: ZAE000092847                                                              
("Alert Steel" or "Alert")                                                      
ALERT STEEL BRANDING GETS FACELIFT                                              
Pretoria, 23 June 2011 - Alt-X listed Alert Steel has redesigned its logo and   
changed its slogan in order to give the company a clearer corporate identity and
to make a visual statement about the current transformation in the company.     
Alert Steel recently announced that it was to be restructured, refocused and    
recapitalised under new leadership in a bid to return the company to long-term  
stability and sustainable profitability.  As part of this restructuring         
exercise, Alert Steel will refocus on its core business of retailing steel and  
steel related products and services.                                            
The design of the new logo picks up on the shape of a construction bolt which   
gives the feeling of strength and power.  The bolt metaphor also highlights the 
key attributes of Alert Steel - strength, support, connectivity and reliability.
The A, resembling an arrow, relays the message that Alert has a new direction   
and that the company is evolving and progressing toward achieving its goals.    
"With the new slogan STRENGTH THROUGH SERVICE we are sending the message to our 
customers that not only do we sell dependable products, but that Alert is       
committed to providing great service," says Johan du Toit, chief executive.     
"What remains unchanged, however, is our determination to be the leader in the  
steel retailing market.  We mean to achieve this by continuously enhancing our  
service levels, introducing new ranges of steel related products and developing 
value-adding twisting, bending and rolling services to our customers` exacting  
specifications."                                                                
For further information call Johan du Toit on 082 416 8888                      
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Issued by du Plessis Associates on behalf of Alert Steel Holdings Limited.      
dPA contact Helen McKane Tel : +27 11 728 4701, Fax: +27 11 728 2547, Mobile:   
082 330 2034 or e-mail: alertsteel@dpapr.com                                    
website: www.alertsteel.co.za                                                   
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Designated Adviser                                                              
Vunani Corporate Finance                                                        
Date: 23/06/2011 13:47:01 Supplied by www.sharenet.co.za                     
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