Advanced Concrete Screeds

The Task
Advanced Concrete Screeds reached out to me after they purchased Advanced Concrete Tools – who had diminished their reputation over the years. So how do you design a new story without losing the elements that got you there?

 

My Roles
Logo, Identity, Branding Design

 

 

Logo Design

acs_logo
 

Print

 

Case Study

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Insight

The original logo carried a bad reputation – a great example of how a brand identity influences customer behavior. So, a complete reset was the right option for the client. The challenge would be to create a logo that fits well on the very wide and short screeds, while conveying strength, and symbolism at the same time. 

Solution

The result was a logo that symbolizes the strong and tough reputation of their screeds. Plus the logo mark itself has some intentional built-in meaning behind it. The letter A represents the proprietary equilateral screed bar, and the letter C and S represent concrete that is being smoothed out that is shown to the left of the letter A. The result has been a large increase in sales, and an authentic logo with symbolism to back it up.


Product Labels

 
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The product labels are rounded to avoid any corners from peeling while the screeds are in use.

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The product labels on the handles are designed to convey the strength and durability of the screeds.

 

 

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