Following part ones look at DMM International, this edition of why great design should date is all about Slate. Specifically a rebrand for Alfred McAlpine Slate…
Welsh Slate is known for it’s incredible quality. Having a brand identity that reinforced this unique product positioning was considered to be essential and a full rebrand was undertaken.
Because slate is a product that can be used for multiple architectural or interior design applications such as cladding, roofing, flooring, and worktops, the brand design focused on these design qualities. A positioning statement was created:
DRAMA : TEXTURE : COLOUR : BY DESIGN
This statement provided a foundation for the logo design. Created using the typeface family Syntax, a beautiful chiselled font, reflected the raw material that slate is. The main corporate brochure featured a die cut on page 3, enabling a close up photograph of a slate tile to be visible next to a dramatic quarrying image, which provided the drama on the introduction. A beautifully clean design allowed the photography of the various products to shine through.
Available in 3 finishes, and 9 naturally occurring colours, a product brochure was also produced which featured specifications and colour matched close ups of each product type, along with a ‘swatch’ of each colour.
A suite of sector brochures were produced. Each sector had it’s own Pantone colour chosen. They were printed 5 colour lithographically to ensure maximum quality. These then were housed in a custom designed and printed box file. The brochures were also printed using Stochastic Screening to remove patterns created by traditional print screening technique on the roofing images.