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Identity / Graphic Design — 2015 · 2GS Construction + Logistics

2GS

The primary 2GS lockup: an angular sand-coloured monogram beside the stacked 2GS Construction + Logistics wordmark on a near-black ground

A 2015 identity for 2GS Construction + Logistics: a monogram built from the idea of the collective, carried from pencil construction studies through stationery, business cards, letterheads and concrete signage.

The brief asked for an identity that embodies the essential ethos of a construction company in every facet — dynamism, accuracy, efficiency, firmness, refinement and elegance — beginning with the logo and identity design, which would then inform the letterheads and the rest of the company stationery. The logo was to act as the ideal PR proxy, and a deliberate deviation from construction clichés was to shape the first interactions between client and brand.

The concept is the collective: to construct is to assemble, so that the resulting synergies work together to produce the most apt of products, and to provide logistics is to provide the apt aide and aid to serve a purpose well. Simple geometric shapes reinforce that idea of a collective and its result, while the accompanying motif — a labyrinth — stands metaphorically for the meticulous, complex care a proficient construction pays to detail and accuracy.

The palette and textures are drawn from the materials of the business itself: stone, sand and concrete, wood, steel and iron, resolved into five swatches of stone grey, pale gold, copper, taupe and grey, with the system set in Titillium. Bold but iconic elements let a customer interface with the brand at a glance, with no misunderstanding.

The plates follow the identity from first principles to finished artefacts: the monogram pencilled in construction lines on gridded paper, six wireframe studies on a construction grid, the lockup matrix in stacked and horizontal arrangements, business cards in white and black variants patterned with the maze motif and a sand chevron, letterheads over a faint maze ground, the full stationery suite with its stamp, and finally the monogram cast as dimensional concrete signage on a slate wall. The suite was then mocked up twice over, once in each lockup: option one setting the company name on a single line beneath the monogram, option two stacking 2GS, CONSTRUCTION and +LOGISTICS in three lines beside it.

The gallery was published to Behance in August 2015 as 2GS BRANDING — GRAPHIC DESIGN, credited there to Randy Biney and Jude Nyoagbe for concept and Randy Biney for design; the full set is on Behance.

Stationery suite in isometric mockup: stacks of white and black business cards, letterheads, envelopes and a stamp carrying the monogram
The monogram as dimensional concrete signage mounted on a dark slate wall
Identity rationale board: the labyrinth motif beside its written rationale, above a five-swatch colour palette and the material and type specimens for stone, sand and concrete, wood, and steel and iron, set in Titillium
The design process: the 2GS monogram pencilled in construction lines on gridded note paper
Six construction-grid wireframe studies of the monogram drawn in white line on a dark grid
Lockup matrix on black: the monogram paired with the 2GS Construction + Logistics wordmark in stacked and horizontal arrangements at descending scales
The primary horizontal lockup: the sand-coloured monogram beside the stacked 2GS Construction + Logistics wordmark on near-black
Business card, white variant: front carrying the lockup and a contact block, back patterned with the maze motif and a sand chevron
Business card, black variant: the same front and back reversed onto a dark ground with the maze motif worked into it
Letterhead: lockup at the top left and web address at the top right over a faint maze-patterned ground, with the address block in the footer
A single large construction-line wireframe of the monogram on black
The horizontal lockup presented twice, on a black band above and a white band below
Business card variant closing with a sand footer band carrying the director line, above the concrete signage mockup
Letterhead variant closing with a sand footer band and chevron over the maze-patterned ground
Option one of the stationery suite mocked up on a charcoal ground: the monogram over a single-line 2GS CONSTRUCTION + LOGISTICS lockup, on envelope, letterheads, white and black maze-patterned card stacks and a self-inking stamp
The same stationery scene as option two, with the lockup restated beside the monogram in three stacked lines: 2GS, CONSTRUCTION, +LOGISTICS
Close study of option one: the single-line lockup on envelope and card stacks, the sand chevron cut into the maze ground
Close study of option two: the stacked lockup across two letterheads with the self-inking stamp standing on the lower sheet