CATEGORY

Logos

LEVEL

Professional

RANK

DESIGN CREDITS

Art Director

Peter Christensen

Designers

Peter Christensen, Lasse Fyhring

Creative

Nicki Van Roon

Account Director

Søren Herold


TAGS

, , , ,


LINKS

Ineo
CASA A/S

CASA A/S by Ineo Designlab

CLIENT

A large Dan­ish con­struc­tion and real estate company.


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.


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

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