Building Authenticity by Kavouras. Blauk is an aluminium (Al) and other building materials, processing company; and its brand identity design is based on the nature of these materials, and how they behave and are represented in science.
This was greatly assisted by the use of Beau Sans Pro typeface by Parachute Typefoundry, because the design elements of its text typeface, were originally altered by introducing Bauhaus-like minimal forms to the characters.
Bauhaus states: “Materials should reflect the true nature of objects and buildings. Honesty as a designer is most important. This means not modifying or hiding materials for the sake of aesthetics. There is no need to hide the construction of an object or building, such as steel or a beam, because it is an integral part of the design”.
By utilising the “true materials” used by Blauk, coupled together with the typographic mechanisms and syntax used to represent their chemical elements, or the way these are represented in science (take for example Al and its representation in the periodic table); then the brand id is defined and methodically applied, just like it’s done with any coding system, even source code, by applying some “rules”.
Furthermore, by observing the representation of Al’s electron layers, the lines determine the course of the electrons, by connecting all the points through which the electron passes. The circular lines thus have an illustrative and explanatory use. This is utilised as a “rule” for this brand id and used as a “connective tissue” for all different graphic design elements (such as text, images, symbols, etc).
All this coding and semantics of writing, of language, of the descriptive ability of the shapes and their semiology, have all been a point of study and reference for this brand id system; creating a visual alphabet and dictionary, and finally proposed visual language.