Concrete Future
brand identity // creative direction
I was asked to develop a visual identity that pushed against the usual conventions of the civil engineering industry.
The goal was to create something that felt more unique and unexpected, while still reflecting the company and what they stand for.
Exploration & Direction
Three initial routes exploring different ways the brand could be expressed.
Refinement process- Contemporary Corners
The CHOSEN DIRECTION: Contemporary Corners Logo originates from the geometry of four tower corners viewed from below, a classic architectural perspective that creates a sense of height and aspiration. The mark balances structure with softness; where concrete was once defined by rigidity, modern design transforms it into smooth curves and sculptural, fluid forms.
Primary Logo
We explored ways to strengthen the recognisability of the submark through the incorporation of the ‘CF’ letterforms.
Secondary Logo
we explored the balance of the ‘O’ within the secondary logo, incorporating the submark in both a compressed and perfectly circular form to create a more balanced and recognisable outcome.
Submark Logo
For the primary logo, we also explored making the upward perspective feel more representative of one of the buildings the company had previously worked on, helping to create a stronger connection between the identity and their portfolio.
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.