Identity Designed is a showcase of brand identity projects from around the world.

BluePrint Ceramics

Contributed by Andrew Vickers, creative director at London-based Avenue Design.

BluePrint Ceramics identity design

The client

BluePrint Ceramics are specialist suppliers of high quality innovative tiles to both the commercial and domestic markets. Their extensive project portfolio encompasses the leisure, retail and industrial sectors, in addition to high-end residential markets, throughout the UK and overseas. For more info on BluePrint visit www.blueprintceramics.com. Their new site (designed by Avenue) will go live soon.

This project came about as a result of an introduction through a mutual contact, and (in a fairly speedy turnaround) was completed in approximately six weeks. Initially BluePrint brought Avenue on board to design their 2012 brochure. After some careful analysis, it was decided that a wider rebrand was required to bring BluePrint’s public face in line with the quality of products and service they offer.

The logo

BluePrint Ceramics identity design
BluePrint’s old logo

We advised BluePrint that the existing logo was a little over-complicated, awkward and not particularly versatile. Understandably, there was a desire to maintain some of the existing identity, in particular the colour and an upmarket quality.

We stripped the logo back to its core elements. It was also decided at this point that the ‘BC’ icon should be able to stand alone as well as alongside BluePrint’s (now custom) logotype. The resulting logo is decidedly slicker, more easily applied and certainly meets the client’s aspirations of a classy, luxury image.

The brochure / expansion of the brand

Throughout the process BluePrint were excellent in communicating feedback and supplying us with the content and reference materials we needed. The brochure, or product guide, required a mass of information on BluePrint’s ranges to be laid out in an easily digestible and negotiable manner.

BluePrint Ceramics identity design

We began by choosing fonts to complement the logo. A classic headline (Bodoni SvtyTwo OS ITC TT) and a more modern, legible typeface (Anivers) combine well to extend the traditional/contemporary BluePrint theming. Natural stone colours were utilised as background with white backed tables atop holding technical information on tile ranges. A toolkit was soon formed to provide consistency and render the navigation of the stock-lists intuitive.

BluePrint Ceramics identity design

BluePrint Ceramics identity design

The website

BluePrint Ceramics identity design

Our next task was to lead the developing brand (created by the brochure and logo) into a new BluePrint website. As with the brochure before it, the website required a sizable amount of information to be broken down into a suitable format for potential customers. The trick was in the placement of the buttons and the design of a user interface for the site’s new ‘Product Selector’. Lifting fonts, colours, brand furniture and background patterns from the brochure made styling the site easy. www.blueprintceramics.com – launching soon.

BluePrint Ceramics identity design

BluePrint Ceramics identity design

Stationery & email newsletter

Finally, and in a somewhat backward order, we designed BluePrint’s business stationery. Letterheads, compliment slips and business cards preceded an email newsletter that publicised the release of the company’s 2012 brochure.

BluePrint Ceramics identity design

BluePrint Ceramics identity design

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Just the one appreciated comment about “BluePrint Ceramics”

  1. Unimaginative and expected. Not feeling this one to be honest :(

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