In my Corporate Identity class, this assignment was to create an umbrella identity for a company, as well as 3 subsidiary brands underneath it. I was determined to push myself by designing for a field that commonly lacks unique branding systems. My project, a cast-iron foundry named Dura, became a mission to defy the rigid visual language commonly exploited in the industrial branding sphere.
Ambiguous shapes and "molten" gradient backgrounds help to reduce the complete positioning of DURA to one clear descriptor. Each mark contains four simple forms- a triangle, circle, rectangle, and semicircle- those of which not only serve as the building blocks in the casting process but also crystalize themselves into each of DURA's subsidiary logo designs.
Dura's contemporary branding decisions are a visual ode to the art of the foundry and its artists: the hardworking, experienced, and innovative craftsmen and craftswomen who work in unity towards one goal - creation.