Vega Awards Centauri Winner Winner

2021

DURA Cast-Iron Foundry Logo & Identity

Entrant Company

Texas Christian University

Category

Student - Digital Illustration - Corporate

Client's Name

Country / Region

United States

Entry Level

Student

My conceptual foundry, DURA, is a cast-iron manufacturing brand with three separate subsidiaries- DURABULL (iron weights and fitness), Duratop (cast-iron cookware), and DuraStack (machine-handling equipment). As my final assignment for my Corporate Identity class, I was determined to choose a concept that would push me to design for a field that lacks the same kind of visual interest as common branding projects like restaurants and clothing brands.

DURA became a mission to defy the rigid visual language commonly exploited in the industrial branding sphere. While DURA's logo appears deceptively simple, it is a carefully crafted symbol of the foundry's strength, straightforward approach, and reliability. The mark contains four simple forms- a triangle, circle, rectangle, and half-circle- those of which not only serve as the building blocks in the casting process but also crystalize themselves into each of DURA's subsidiary logo designs.

While all three marks and their umbrella logo contain visual cues relating to their unique markets, their general abstraction serves a higher purpose. Ambiguous shapes and "molten" gradient backgrounds help to reduce the complete positioning of DURA to one clear descriptor. It is not just a cast-iron manufacturer, and these contemporary branding decisions are a visual ode to the art of the foundry and its artists: the hardworking, experienced, and innovative craftsmen and craftswomen who work in unity towards one goal-creation.

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