Concrete Future
visual identity // creative direction
Concrete Future is a specialist concrete consultancy working across the building, infrastructure and industrial sectors. The brief was to create a distinctive logo that moved beyond the expected visual language of the industry, while retaining a sense of expertise, structure and technical credibility. I developed three creative routes, each translating a different aspect of the company’s work into a recognisable visual mark.
Concept Exploration
Contemporary Corners
The selected direction was developed through a series of refinements designed to strengthen recognition and improve the logo’s performance across different scales. The CF initials were introduced within the mark, the proportions of the central form were adjusted and the relationship between the submark and wordmark was explored across several configurations. This process resulted in a flexible suite of three complementary logo formats.
Primary Logo
Secondary Logo
Submark Logo
Final Logo Suite
The primary logo unites the circular geometry of the submark with a softened wordmark, creating a cohesive and considered identity system. The typography balances rounded details with strong structural edges, mirroring the natural transformation of concrete as it moves from a fluid state to solid form.
The secondary logo integrates the submark directly into the wordmark through replacement of the “O”, reinforcing brand recognition while maintaining visual consistency across the identity. This version is designed to perform best in layouts where space is limited, offering a stronger, more legible solution at smaller scales.
The Submark captures the meeting point of four softened architectural corners within a circular crop, forming a subtle star-like motif. The mark is designed for use in smaller applications where a compact identity is required.
Applied Identity
The business card system was designed to reflect the visual language established within the identity itself. The alternating curved corners were introduced as a subtle extension of the logo form, creating a stronger sense of cohesion across the brand applications.
