BPO


Cemento designed by S-T

Opinion by Richard Baird.

Logo and grey business card with white ink detail designed by S-T for UK based Italian cement veneer business Cemento

Cemento is the UK distributor of an Italian lightweight concrete product that can be used for wall panelling and furniture. Inspired by brutalist design — a movement that grew out of early 20th century modernist architecture and described by Wikipedia as being “linear, fortresslike and blockish” — London based studio S-T developed a visual identity for Cemento that included logo, logotype, brand guidelines, tote bag, box tape, brochure, postcards and stationery design.

Using geometric form, sans-serif typography, dyed material choice, white ink, a repeating pattern and limited colour palette, S-T establishes a robust and distinctive solution that reflects the modular and functional nature of concrete, the aesthetic qualities of the product, and its adoption by contemporary furniture and interior designers.

Logo for Cemento designed by S-T

A bold and oversized square logo and a smaller but equally weighty sans-serif logotype, printed over uncoated boards, is a simple but effective resolution of modernistic functionality and resilience, and the continued proliferation and cross pollination of architectural materials into contemporary furniture design. These assets are complemented by the cast qualities of a blind deboss across a cool concrete grey board, the economy of a single white ink, alongside a more conventional black on white, and modern interior photography.

Logo and stationery with white ink detail designed by S-T for UK based Italian cement veneer business Cemento

Pamphlet designed by S-T for cement veneer product Cemento featured on BP&O

Logos as containers have had their fair share of criticism, perhaps due to the ease and convenience of creating an expansive identity from one asset, its extensive and often disingenuous appropriation, and continued saturation. S-T has done a good job of reminding designers of its effectiveness in the right context, where aesthetic and communicative intention are well-aligned. The volume of the logo makes it an ideal frame for photography that, much like its application as a deboss, allows it to take on the texture of concrete. The resulting contrast of simple geometric form and the surface detail of the images it contains, alongside its large use in print, makes for a simple but compelling visual that is tied closely to product aesthetic and its functionality.

Logo and stationery with white ink detail designed by S-T for UK based Italian cement veneer business Cemento

Logo and grey business card with white ink detail designed by S-T for UK based Italian cement veneer business Cemento

Logo and sample stickers designed by S-T for cement veneer product Cemento featured on BP&O

Logo and bag with white ink detail designed by S-T for cement veneer product Cemento featured on BP&O

Logos as patterns often appear a little unimaginative, repetitive and communicatively one dimensional, however, here, in a similar way to the logo functioning as a container, the repeating detail across the bag, box tape and brand guidelines secure a striking aesthetic impact that is underpinned by and draws out the modular, structural and architectural qualities of the product.

Design: S-T
Opinion: Richard Baird
Fonts Used: Avant Garde Gothic

Brand guidelines with white ink and blind emboss detail designed by S-T for cement veneer business Cemento

Brand guidelines designed by S-T for cement veneer business Cemento

Brand guidelines designed by S-T for cement veneer business Cemento

Brand guidelines designed by S-T for cement veneer business Cemento

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Logo and signage designed by S-T for cement veneer product Cemento featured on BP&O

Logo and box tape designed by S-T for cement veneer product Cemento featured on BP&O

Logo and website designed by S-T for cement veneer product Cemento featured on BP&O

Logo and website designed by S-T for cement veneer product Cemento featured on BP&O

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  • Greig Anderson

    Surely missed a trick with the hanging signage? Use the logo to create a hanging shape like the pattern? Nice work overall.

    • http://wwww.bpando.org/ Richard Baird

      Neat idea. I kind of like the unnecessary size of the sign but it does fall a little short on finish.

    • adsnowa

      Blah, blah, blah. Black square – nothing more. No creativity – no delight.

      • http://wwww.bpando.org/ Richard Baird

        Not really, it’s a square plus material choices, print finishes, a website, signage and a brochure. Why focus on that one asset?

        • adsnowa

          “that one asset” – main idea – black/white squere,
          “material choices, print finishes, etc.” – no delight. Is there really genuine? I do not think so.

          • Troll

            You’re a worst troll than I am

  • Brent Couchman

    Great work, the simplicity & restraint are nice.

  • Rocky Roark

    Really great work, I wish that the business cards would have been the shape of the mark. The possibilities of business card constructions would be amazing! Haha

  • http://www.imwillem.com Willem Ockhuysen

    They have broken their brand guidelines with the tote bag, unless the image is reflected?