Evolution. There is hardly a term that could more accurately describe the continuous process of qualitative changes that have taken place at Kovalska ICG for 60 years. The most striking example of successful evolution is Concrete by Kovalska — the DNA of the company, its main product and greatest pride.
In recent years, the legendary brand has been updated, actually becoming a sign of quality for a new generation of architects, designers and builders. At the moment, concrete is not just a trend, it is needed more than ever before, and this need is only growing. The reputation of the brand is confirmed by statistics — millions of shipped cubic metres of concrete, as well as the fact that every second object uses Concrete by Kovalska. It is fair to say that Concrete by Kovalska is already a synonym of quality, reliability and durability. We say “concrete” and we think “by Kovalska”.
“It is necessary to restyle the brand from time to time”, says Olha Pylypenko, Business Development Director. “The changes taking place in the company should be visible. If you do not do it on time, the brand begins to look outdated, and, accordingly, it seems that the company is at a standstill. The form should fully correspond to the content. Always. This is a law of nature and successful business”.
It is quite natural that the company looked for inspiration to create a renovated image directly in concrete. The characteristic of direct and distinct geometric shapes, unique texture and solidity have become the basis for the restyling of the Concrete by Kovalska brand. The purpose was to portray the brand’s character in the most convenient form of perception and, at the same time, to aesthetically reproduce the company’s greatest values — stability, constructiveness, and passion for business. At the same time, it was important not to lose its uniqueness, not to change its image, but only to refresh the style by recreating the small details that will soon change the digital space and become close to the company’s customers.
The author of the renovated image of Concrete by Kovalska was Ukrainian designer Dmytro Tsapko, who, incidentally, considers this project to be one of the flagship cases of his agency. When creating the new logo, the designer pushed away from the main constants of the previous style — the colour and form. In his opinion, it was possible to do everything in a square, or even in a cube. In a cube of concrete.
