Concrete 01: creating a brand for a new type of art collective
The centre for dissenters
CLIENT
CONCRETE 01
SERVICES
BRAND STRATEGY
BRAND IDENTITY
a safe space for creatives to express themselves, meet like-minded people and cross-pollinate ideas
We were asked by Concrete 01 to design their brand from the ground up, from helping them to distill their brand essence, to infusing it into a brand identity.
They are an ever-growing collective of artists, photographers, tattoo artists, fashion designers, each with their own drives, aesthetics, and visions. Their name draws from their first space, a concrete studio in London Fields. But their ideas are anything but set in stone: members of Concrete aren’t bound to a style, a medium or even an art form, living in constant flux.
This tension led to a powerful statement: “We are not Concrete—We are the space between.”
This became their mantra, and a springboard for the visual identity.
We crossed out the name, distressed it and stretch it at will to hold, accompany or frame content. The strikethrough positions Concrete 01 as artistically fluid whilst maintaining the logo’s structural integrity.
To repurpose and subvert the straight, technical notations in the visual language of structural detailing for concrete, we customised the symbols for elevation, thickness, and reinforcement with initials and numbers that have meaning to the members. The result was the creation of a seal.
We delivered exactly 100 variations of the logo for easy, flexible and consistent content creation.
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