Cemento designed by St5 December,2013
Cemento is the UK distributor of an Italian concrete veneer that can be used for both wall panelling and furniture. Inspired by brutalist design, a movement that emerged in the 1950s, gave rise to modernist architecture and is described by Wikipedia as being “linear, fortresslike and blockish”, London-based design studio St developed a visual identity, brand guidelines, print and stationery for Cemento that, through geometric form, sans-serif typography, material choice, a repeating pattern and limited colour palette, establishes a ‘robust’ and distinctive solution that reflects the modular and functional nature of the product and concrete, and its more recent adoption as a material for contemporary furniture.
An oversized logo mark and a weighty sans-serif logotype combination is a pretty simple but effective resolution of modernistic functionality, efficiency, and reliability, and even more so tied to the theme of contemporary crafted furniture. These graphic assets are complimented by the cast cement-like qualities of a blind deboss across a cool grey board and the economy of a single white ink (as well as a move conventional black on white) provides contrast and an on-trend aesthetic detail.
Although I am not keen on logos as patterns (it often feels a little unimaginative and communicatively one dimensional) and logos as containers (placing further weight on just the one asset), the repeating detail across the bag and brochure functions well to draw out the modular aspect of the product while the volume of the mark makes it an effective frame for photography, allowing it to take on the texture and detail of the veneers.
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