Effective bonding with cement: brand identity for the Verein Deutscher Zementwerke

With its all-encompassing range of services around cement and concrete, the VDZ positions itself as the industry's knowledge hub and the sector's thought leader. What it has lacked so far: a coherent brand identity. Through on-site visits, interviews and joint workshops, the strategic course emerges: in a highly complex environment like this, it is essential to show clarity, stability and tidiness.

The most important element of the corporate design is the key visual. It illustrates the visual translation of the process “from cement to concrete” and ensures high recognisability through a dynamic application. The optical illusions created by the surfaces and shapes symbolise the VDZ's innovative way of thinking and its drive – with which it shapes the future of the industry. We also revise the corporate language and show how a low-interest topic can become a high-interest one. The key: a personal and humorous tone at eye level.

A concise wordmark is designed that is closely tied to the organisation and its history. The emblem originates as a depiction of a concrete test cube and is also the basis for the hexagon design grid of the key visual. The claim, set like the logo in a custom house typeface, underlines the VDZ's ambition to constantly seek better solutions: rethinking the well-established. “Evolving the well-established” is adopted as the English version.

To create a uniform look, the sans-serif typeface family “Visuelt” is adapted to the grid by the type designers and christened “VDZ Visuelt”. The terminals of the letters are set at a 30° angle. The typography reflects both the down-to-earth nature and the high quality standards of the VDZ.

Stands up to every glance: the harmonious interplay of typography, key visual and photography creates an appearance in which the mix is simply right – much like perfectly mixed cement. Professionals from strategy, copywriting, communication design, back-end/front-end development and project management contribute to the implementation in an intensive Scrum process.

Continuity is the magic word. The elements of the user interface kit are likewise based on the grid at a 30° angle. And the concrete test cube comes into play again, in this case as a two-dimensional square for the icon set.

A mammoth task that cannot be avoided. All of the more than 10,000 publications, research reports, training opportunities and events have to be restructured. The aim is to make them as quick and easy as possible for the target group to find – by scientific subject area.

All training opportunities and events can be booked directly within the website. Prices are calculated dynamically depending on the scope of the event. An indicator shows whether places are still available. All seminar and event venues, together with relevant hotels, are stored centrally in TYPO3. The same goes for the geo-coordinates, which allow a dynamic route calculation to the respective venue. The presentation of the complex event programmes and the entire booking process are also implemented with TYPO3.

The presentation of the complex event programmes and the complete booking process were also implemented with TYPO3.

The entire website, including the knowledge portal, is searchable. Search results are sorted by relevance and presented in clear categories so that content and media can be found quickly. In the event of typing errors or the use of synonyms, the context-sensitive search makes intelligent suggestions for input.

Order is half the battle. The VDZ's complete service catalogue is restructured for website users so that they can grasp it quickly and logically by subject area.

The business stationery is also extremely tidy and unembellished. It allows itself only colour accents for the respective unit and the use of the key visual (cement in solid and powdery state). The contrast between the shades of grey and the luminous colours stands for the two characteristics that distinguish the VDZ: tradition and innovative strength. The whole is rounded off by the use of high-quality recycled natural paper, which meets the VDZ's ecological standards and is suitable for all print media – from business cards to envelopes.

In the brochure concept, quotes and facts are highlighted with colour accents in the respective unit's shade. Full-page chapter dividers separate the different topics. The key visual on the covers of the bound brochures clearly increases recognition value. The corporate design is rounded off by the use of high-quality recycled natural paper, which meets the VDZ's ecological standards and is suitable for all media, from business cards to envelopes.

With the large number of VDZ publications, a detailed concept is required that covers all areas and eventualities. This includes, for example, the definition of different chart and table types in the respective unit colours. Key facts and quotes are also highlighted with colour accents. Full-page chapter dividers separate the different topics, and the key visual on the covers of the bound brochures serves recognition value. The concept is followed by implementation – the VDZ image brochure was the first print medium in the new corporate design to see the light of day.