Acran Sound Control
messaging | logo design | brand identity | illustration | photography | website
Acran has been engineering and manufacturing noise control and ventilation systems since 1978, and after acquiring the similarly experienced company Sound Control in 2019, the two businesses have operated under the one roof while externally appearing as two seperate businesses. This included maintaining separate names, logos, phone numbers, email addresses, and two individual websites. Over time there were some hints that the two companies were linked, but the time had come for Acran and Sound Control to become Acran Sound Control and move forward into the future as one.
The two existing logos and colour schemes were quite different to each other, though perhaps by coincidence some of the marketing material used some of the same core colours which included orange and blue. The somewhat dated designs also didn't do the company justice, which in reality had expert engineers working on significant projects for noteworthy clients—all while manufacturing every single element on-site in Brisbane Australia.
After an extensive discovery, strategy and messaging process, the design part of the project began with sketching out concepts and ideas for a new united logo. Working across various concepts, the key ideas that formed were the sound wave concept, and also the reduction concept. As such, many of the sketches included sound waves and squiggly lines that gradually reduced in amplitude to give the sense of sound being reduced. The challenge with most of these were they didn't really convey the procision and structural quality of Acran Sound Control's products.
This is when the vertical bars concept came into play. By varying the thickness of the bars the subtle sound wave remained while being contained in a strong and technical shape; making it look less organic and more engineered. In addition to the core sound attenuation idea, the left-to-right transition also found meaning with other aspects of Acran Sound Control including the process of narrowing down a design via engineering to arrive at an outcome, the process reducing heat and humidity, and also the reduction of impurities through the filtration systems.
The idea of transition and transformation continued when adding in colour. Not only does the orange-to-blue gradient symbolise the integration of Acran (orange) and Sound Control (blue), but it also has connotations to transforming noise into quiet, hot into cool, humid into controlled, and contaminated into clean.
The logotype was deliberately equal in weight and scale, showing that both previous businesses are equally important, and that the companies were merging rather than one taking over the other. The typeface was selected as a modern interpretation of traditional tech drawing fonts, while also appearing consistent and structured in the way it sits together.
The rest of the brand identity was then created which included a custom colour palette that was informed by the illustrations and logo design. We also created some additional 'bush drawing textures' using existing and new illustrations, which are able to be used as backgrounds in reports, PowerPoint presentations, and on the website.
A range of application mock-ups were created to show the brand design working in documents, on external signage, on vehicles and trailers, and on the team uniforms. The final design for the embroidered uniforms was a simplified colour version that still conveys the brand equity while being feasible to produce.
The rest of the brand identity was then created which included a custom colour palette that was informed by the illustrations and logo design. We also created some additional 'bush drawing textures' using existing and new illustrations, which are able to be used as backgrounds in reports, PowerPoint presentations, and on the website.
A range of application mock-ups were created to show the brand design working in documents, on external signage, on vehicles and trailers, and on the team uniforms. The final design for the embroidered uniforms was a simplified colour version that still conveys the brand equity while being feasible to produce.
The rest of the brand identity was then created which included a custom colour palette that was informed by the illustrations and logo design. We also created some additional 'bush drawing textures' using existing and new illustrations, which are able to be used as backgrounds in reports, PowerPoint presentations, and on the website.
A range of application mock-ups were created to show the brand design working in documents, on external signage, on vehicles and trailers, and on the team uniforms. The final design for the embroidered uniforms was a simplified colour version that still conveys the brand equity while being feasible to produce.
The brand design was then translated into a website that we designed and build on the Oncord platform. Making full use of the illustrations, patterns, and a collection of client-supplied and stock images, the new website tells the story of Brisbane Bushcare through visuals as much as it does through the messaging.
You can visit the Brisbane Bushcare website here: brisbanebushcare.com.au
The end result from the brand design process was a unique and meaningful visual identity system that reflects Brisbane Bushcare's professional reputation and undeniable passion for the natural environment, which is especially important when working with clients like Brisbane City Council.
