Trademarks
The company's origins date back to 1934 as Anglo Alpha Cement. Over the years, leading up to 1996 the company had built an infrastructure of cement manufacture, products and services in Southern Africa with 2,000 staff and almost 1,000 contractors, cement production of 4 million tons from 6 production facilities and 9 distributed depots. Trademark Design's strategy was to create dynamic and flexible brand architecture to communicate the company's vision of values and design flexible nomenclature and applications systems for: A1pha = word mark, A1 = brand mark, A. = trade mark. This unique system allows multiple, different options of application while delivering complete brand compliance, simplicity and a single colour keeps budgets to a minimum. The launch as described by the national press to be "The most successful and impactful ever in Southern Africa". This included hundreds of Readymix trucks, Portable silos, Concrete pumps, Delivery vehicles and Aircraft all of which were cloaked until launch, then unveiled simultaneously on launch in 1996.
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