Background
For over 30 years SDG has been a trusted supplier and expert in construction solutions. They aim to increase turnover significantly in the coming years through the design and manufacture of their own innovative, eco-responsible, secure products produced locally in the UK. Their first product involves designing and manufacturing a visible stair connector device with green and safety credentials, produced locally and sold on the global market. Other innovative products will follow.
Advantages of the new innovative products
• Increased safety and structural benefits - more solid and long-lasting solution
• Less manpower needed to complete the work
• Faster installation with less transportation of material to complete the work
• Greener footprint as it is made in the UK
• Simplicity of installation and more cost-effective than the competition
Our solution
Having thoroughly researched and developed an extensive range of names, the solution ‘STRUXXUR’ was agreed upon, which was Trademarkable and available as .com/.co.uk domains. The made-up name plays on the word structure with the ‘XX’ misspelling implying strength and resolve.
From this we then designed a selection of visual identities for presentation, each incorporating the ‘XX’ feature. A clear favourite was identified with the ‘XX’ feature woven into the word itself and not sitting as an isolated marque/graphic. The ‘XX’ letters actually connect and touch each other. On the second ‘X’ the bars are slightly elongated, representing that the bars are possibly sliding into place, so there’s movement required to securely ‘connect’ the devices.
The bold font used is UPPERCASE, suggesting strength and longevity. The lines on the XX are perfectly aligned and parallel, which suggests accuracy. The green tones are used to represent the eco-footprint, which is so important in this brand.
We also developed a strapline “THE FUTURE OF INNOVATIVE CONNECTION SYSTEMS”. The products are innovative connection devices, which helps give a little clarity to the function and solution the ‘STRUXXUR’ range of products offer.
