The New Zealand Master Concrete Placers Association required a rebrand that would communication their inclusiveness of all contractors who work with concrete, not merely the placers. So they changed their name to the New Zealand Concrete Contractors Association, and required a new logo and printed materials that reflected this change. They wanted to keep the colours already associated with their material, so whatever I made would be in blue and orange.
Concrete denotes strength and durability, so I used a typeface with these characteristics, making the logo clear and stoic, with no leaning toward any particular concreting discipline. At a conceptual level, the swirl within the ‘C’ symbolises the genesis of concrete creation by the motion of a cement mixer. On a practical level, it serves as a recognisable icon of the NZCCA, for uses where the full logo can’t or won’t be displayed—e.g. as an app icon.
(See an example of this new branding working within a printed layout, here.)
