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Cemento designed by St

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Logo and print with white ink detail designed by St for UK based Italian cement veneer business Cemento

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.

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

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.

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

Logo and print with white ink detail designed by St for UK based Italian cement veneer business Cemento

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

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.

Logo and print with white ink and blind emboss detail designed by St for cement veneer business Cemento

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Brand guidelines designed by St for cement veneer business Cemento

Brand guidelines designed by St for cement veneer business Cemento

Logo and pamphlet designed by St for cement veneer product Cemento featured on BP&O

Pamphlet designed by St for cement veneer product Cemento featured on BP&O

Logo and signage designed by St for cement veneer product Cemento featured on BP&O

Logo and signage designed by St for cement veneer product Cemento featured on BP&O

Logo and signage designed by St for cement veneer product Cemento featured on BP&O

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

Logo and website designed by St for cement veneer product Cemento featured on BP&O

Logo and website designed by St for cement veneer product Cemento featured on BP&O

Logo and website designed by St for cement veneer product Cemento featured on BP&O

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Logo - Paul Loebach  Logo - Nosive Strukture  Logo - Blingcrete

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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