Facilities management firm Centric needed to hit the ground running with a robust and recognisable brand mark that would adapt to scale. With the always challenging brief of delivering an ID that both blends into the landscape and stands-out, we had to ensure the brand mark would be equally legible on workwear as it would be on a lorry trailer.

As the business is Midlands-based (with national reach) and the company’s responsibility is to quickly assess and repair technical challenges, incorporating a target into the primary brand mark was a great visual metaphor for the brand.