DCD

Heavy engineering firm, DCD (formally DCD Dorbyl) needed to consolidate their divisions under a single, unified group name and identity. Nicework was tasked with the challenge of renaming and branding this industry leader and creating a distinct and unique brand with a clear sub-brand hierarchy. We jumped at this challenge, and set to work creating a bespoke 'Boiler Plate' logo and brand identity inspired by the world of heavy engineering.

Client: DCD

DCD is the biggest heavy engineering firm in South Africa. Operating across four major clusters, each focused on a specific sector: Rail, Defence, Mining and Engineering, and Marine, DCD competes on a world stage.

Discovery:

Having separated from Dublin Company Dorbyl for a number of years, the South African DCD Dorbyl Pty Ltd needed to consolidate their divisions under a single unified identity. This new brand identity needed to be unique and extensible across all the divisions in the brand. Nicework was tasked with renaming the company and branding the group.

The new brand had to be simple, distinct, identifiable from a distance and versatile in application.

Brief:

• Rename the company
• Rebrand the group

Tackling the brief:

After a rigorous process, we settled on the name DCD, which would have each divisions name appended it. The idea was to take ownership of these letters, and infuse them with new meaning. A pay-off line was drafted, culminating in "Group of Engineering Specialists", which articulates the core area of operation of the group.

To bring this name to life in a simple and distinct brand icon, we immersed ourselves in the client's industry, the culmination of which was the 'Boiler Plate'. The inspiration coming from the massive sheets of steal that are laser cut into smaller pieces to be made into products, the concept was simple, but filled with infinite possibility.

A Bold Simple Egyption Slab font was used because the solid shape is easily legible. We paired this icon with a condensed font, Tungsten. The cleanness of Tungsten (aptly named we think – Tungsten is a very hard metal) compliments the block serif.

The dark grey and burnt orange colour palette was inspired by the metal and flames that are at the heart of what DCD does. A subset of colours, in hues of orange, red and brown, were picked for each division within the group. These colours were applied in a subtle strip on each of the sub brands, creating a distinctive look for each. A consistent font treatment and the words "A division of the DCD group" were appended to each logo to further reinforce the group identity.

The cut off corner is the basis of the new identity. We aim to own this corner by incorporating it into all the material we create for DCD.

Result:

• A very happy client whom we continue to work with today
• A unique and diverse brand, which consolidates the group under one umbrella identity whilst still allowing each some visual individuality
• Scale! The brand has been rolled out across all mediums, with a 22metre long sign for DCD Heavy Engineering visible for 10km outside of Vereeniging