THE DATUM GROUP
A brand identity for The Datum Group, a leading, multi-divisional construction company operating across the UK.
The project began with a brand workshop and strategy. From this we established the creative brief, what makes The Datum Group different and why their audiences should believe. We defined a purpose, vision, mission, values, personality and positioning for the brand.
We adjusted the existing business name from ‘Datum Point Construction’ to ‘The Datum Group’. This created a more established and substantial feel but also moved away from a literal reference to a ‘datum point’ which is a point of reference on which further measurements can be made.
At the same time as changing the name of the business, we created a naming system to include and promote the expert divisions that form The Datum Group: Construction, Electrical, Joinery and Plumbing. This opened up the proposition to feel broader and better reflect The Datum Group’s complete, multi-skilled, turnkey offer.
The logo is an impactful, solid structure, that makes a statement and is built to represent the strength of The Datum Group’s offer in the construction industry. It integrates the DG from The Datum Group and comes to life with clean lines and precise angles. The name is housed inside the logo and changes to represent each of the divisions.
The colour palette uses a neon yellow that we call ‘Hi Vis’ for ultra stand out which not only adds a contemporary feel but also acts as an extra measure of safety – so it’s easily spotted when on site. The colour palette also includes a set of greys: ‘Slate’, ‘Steel’ and ‘Concrete’. A neon yellow foil was used on a thick, duplexed, dark grey card for their business cards.
The typeface is modern, clear and flexible with subtle angular forms that link back to the logo.
The Datum Group’s rebrand includes a fleet of vehicles that were completely wrapped in a dark, matt grey vinyl with neon yellow vinyl for the branding and information resulting in a strong, consistent look and feel across all applications.