Design by St creates Brutalist-inspired Cemento identity

Design by St has created a Brutalist-inspired identity for Cemento, a concrete product distributor.

Cemento business cards
Cemento business cards

Cemento is a new UK start-up that distributes a specific Italian concrete veneer for wall panelling and furniture.

The identity, says Design by St, represents this with a ‘stylish, Brutalist and robust’ look and feel, using a monochrome word mark and graphic symbol.

Cemento brochures
Cemento brochures

The square symbol references the square panelling of the product; while the identity’s ‘stark and bold application’ across the various touchpoints ‘reflects Brutalist design principles’, according to Design by St.

Cemento stationery
Cemento stationery

The consultancy was appointed to the project in the summer due to an existing relationship with Cemento’s founders.

Cemento tablet site
Cemento tablet site

Steve Fenn, Design by St co-founder, says, ‘They wanted us to make sure it didn’t come across as a fancy Italian furniture brand – it had to retain the robust industrial quality and the idea of using huge, heavy, cement-cast cladding.

Cemento signage
Cemento signage

‘It also had to feel classy and high-end enough to sell to a design-literate market’.

Design By St also created a comprehensive brand guidelines book for the identity’s application in future, on potential brand activities such as pop-ups, says Fenn.

Cemento brand guidelines book
Cemento brand guidelines book
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  • C G November 30, -0001 at 12:00 am

    LOVE IT…. GRRRR!

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