New Logo and Branding: BedrocPosted: January 2, 2013
Bedroc is a Tennessee-based technological consultancy firm that takes complex business issues and simplifies them with technology, reducing risk, optimising efficiency, and creating revenue for its clients (ROC). The firm’s visual identity, created by multidisciplinary design agency Perky Bros, avoids the saturated, ‘accessible’ conventions of the industry in favour of a direction that visualises the bedrock/technological analogy of the name – the physical stability, sub surface and base nature of bedrock and the layered, in-depth and founding technological principles of the business - through a logo-type and collateral solution that has a structural and earthy sensibility.
“Bedroc is about simplifying technology by applying people & ideas rather than fancy widgets. The idea of simplicity is the backbone of Bedroc’s identity—positioning them far & away from the visual conventions of their industry.”
- Taken from the Perky Bros website
Taking its cues from the company name and the very physical associations it conveys, Perky Bros design solution establishes an unusually grounded quality for a tech firm. The logo-type – constructed from well spaced, tall and bold uppercase sans-serif characters that share a single, consistent line weight – fuses corporate professionalism and confidence, structure – amplified by its two-line resolution – and, through the lack of any superfluous detail, the founding of simple but solid infrastructures. A simple ‘B’ monogram mirrors the left aligned and two-step quality of the logo-type but with a rock-like weight and subtle reductionist and elemental sensibility through the absence of the counters. A stacked typographical approach across the collaterals, the edge painted detail and heavy stock of the business card, washed/sun-bleached ink effect, earthy colour palette, die cut detail and a website with a graduated background – with what you might describe as mixed fibre detail – creates a cohesive sense of excavation and sub surface layers that really emphasises the idea of in-depth research.
It is a divergent but far from irrelevant piece of visual identity work that manages to draw a lot of visual and conceptual equity from the name, appropriating the themes of structural stability, reliability and solid foundations and applies these to digital services. And while it does perhaps rely on some degree of context – isolated my initial perceptions were of heavy industry, mining and landscaping – it is visually unexpected and distinctive with a conceptual weight that suitably reflecting solid fundamental rather than superfluous philosophies, moving it away from the fast-food nature of today’s technology and infusing it with the longevity and solidity of stone.
More identity projects from Perky Bros:
Richard is a British freelance designer and writer who specialises in visual identities and packaging. He’s written for Brand New, Design Week and The Dieline, featured in Computer Arts magazine and also runs the resource Design Survival.