Rebuild the Builder's Identity

Coteccons is Vietnam's No.1 Giant in construction and construction-related fields. In 2021, the new Board of Management was ready for its next chapter and wanted to revamp the company in multiple aspects; thus, a new corporate identity would pave the path for its new narrative. With a years-long legacy at the back of their hand, Coteccons preferred to maintain the heritage while injecting a modernised look and feel that reflects its new vision, mission, and values.

During our research and tissue sessions, their CEO's mindset inspired and sparked new perspectives among our team. One of his wise words was “When people are at the peak, they refuse to move further. Because beyond the peak is the abyss, and falling is inevitable. But what matter is knowing when to wake up and climb up again.” Thus, we all agreed to celebrate this 'MOVING UP' spirit and embed it into the very look and feel of the brand.

As Coteccons ventures into more business areas, constantly reminding the team of this spirit is fundamental to achieving a greater shared goal. We have two key objectives when building the new branding for Coteccons:
— Build on the iconic logo while modernising the brand with a sense of confidence, solidarity, and simplicity
— Expand the brand with accompanying visuals, which were non-existing before this, to reinforce the brandmark look & feel and its storytelling.

The brand 'globe' symbol was the heritage we must keep, but what about the newness?. We experimented and agreed that reversing the letter N could subtly highlight the 'Newness' while keeping everything readable and avoiding intrusiveness. From that, every corner and detail was aligned to the diagonal angle of the reversed N, signifying 'one team looking and working upwards to one shared goal'.

We also applied similar ideas to the brand elements, which were based on the diagonal angle, the blueprint of technical construction drawings, and the creativity of construction engineers. The final result was a varied yet consistent range of brand elements.

The colour palette was also expanded for different usage in the future. More vibrant colours were added with varied shades and values yet the core colours remained strong, reliable, and mature. The Lexend Deca was chosen as the main typeface for its readability and efficiency when used on-screen and in prints, which was crucial for a construction company.

We’ve been honoured to work so closely with the people at Coteccons and help reshape the future of construction communication.