ACB are leaders in the management of radioactive waste. They set high standards in terms of innovation, range of services and customer care, however their existing brand did not communicate this level of excellence.

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The visual identity needed to be sufficiently strong and elastic to embrace all existing and future initiatives as well as expressing important aspects of the ACB brand.

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The new identity and brand communication had to mirror the company values along with recognising ACB’s commitment to the environment.

The Brand

An extensive project was developed based on the creation of brand pillars, brand essence and a visual identity system based on “Matter” or raw materials presented on the periodical table.

The new corporate identity was based around the symbols for Alpha, Beta and Gamma, the three elements of radiation.

The modern green colour was chosen to communicate the many recycling options available from ACB.

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"The creative idea was built upon the fundamental principles of the industry at a pure product level, as well as a creative interpretation of the subject matter. Careful consideration was given to ensuring it was a brand evolution not a revolution and maintaining very clear differentiation from the competitive set."

Carolyn Warren
ACB - Marketing Manager

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