Naming & Brand Identity for Concrete Bureau by Agarajab JafarovNaming & Brand Identity for Concrete Bureau by Agarajab Jafarov

Naming & Brand Identity for Concrete Bureau

Agarajab Jafarov

Completed work

Brand Strategist

Copywriter

Creative Director

Google Docs

Brand Identity for Concrete Bureau

Challenge

To develop a modern and distinct brand identity for a well-established engineering company with over 60 years of experience. The brand needed to convey its precision, trustworthiness, and deep expertise while standing out in the competitive market.

Solution

The strategy focused on building an identity rooted in the company’s core values: a solid foundation, clarity, and professionalism. Inspired by engineering precision, the visual language emphasizes minimalism, functionality, and timeless design.

Naming:

The name “Concrete Bureau” draws inspiration from the Latin word “Concretus,” which means solid, precise, unified, and embodies concreteness. It conveys the company’s commitment to exacting standards and a robust foundation. Additionally, the word “Concrete” alludes to both the material used in construction and the solid values underpinning the company’s legacy.

Visual Identity:

The logo design centers on a clean and minimalist approach, incorporating lines that resemble the letter “C” from “Concrete.” This also mirrors the form of a caliper—a precise measuring tool—symbolizing the company’s meticulous attention to detail. The double-line design evokes blueprint drawings, reflecting the engineering expertise and adaptability to various disciplines. Soft yet brutalist and modern aesthetics, combined with colors like “Concrete on Sun” and “Craft,” encapsulate the brand’s essence of elegance, functionality, and strength.