CASA A/S by Ineo Designlab

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CLIENT

A large Dan­ish con­struc­tion and real estate company.

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BRIEF

The assign­ment was to rebrand the com­pa­ny due to inter­nal change in com­pa­ny struc­ture, and design a new visu­al iden­ti­ty. The client asked for a com­plete makeover.

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APPROACH

The con­cept of the new logo was to com­mu­ni­cate the same thing as the pre­vi­ous logo (build­ing and con­struc­tion) but in a more indi­rect way—not by show­ing actu­al build­ings but by using ele­ments aes­thet­i­cal­ly con­nect­ed to build­ing and con­struc­tion. The new cus­tom logo­type is inspired by archi­tec­tur­al draw­ings and the heavy weight of the type adds the desired amount of con­struc­tion feel. One of the most obvi­ous char­ac­ter­is­tics of the iden­ti­ty design is the pur­ple col­or which—for a Dan­ish con­struc­tion company—is a dar­ing choice in a field where most com­pa­nies are blue and con­ser­v­a­tive. We call it “a blue with a twist”.

We needed a new design to signal that we are a creative and unconventional, yet solid and trustworthy player in the construction and real estate market. Ineo gave us exactly that. They designed our new logo with bold typography—solid/brick-like at the core and rounded at the edges thereby capturing the duality we wanted to display in one simple logo. In addition, without ever forcing the agenda, they gradually convinced us that purple was the new CASA. Today, we are very pleased that they did. It brings a cool, yet classy edge to our design distinguishing us in the market and adding to the CASA Spirit within our team. — Michael Storgaard, General Counsel at CASA Group