About the design
"With a name that includes the word 'Industrial', in exploring our options we realised that revealing the process of the new logo's formation as an inherent quality of the mark would be analogous to the very work and craft we practice. This led us to a study of the deconstructivism movement; art and architecture characterised by an interest in manipulating ideas of a structure's surface or skin, non-rectilinear shapes which serve to distort and dislocate some of the elements of architecture, such as structure and envelope. The new Industrial Brand logo celebrates all that is industrial and mechanical, itself resembling pipes and infrastructure, and represents both process and panache."

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