Aceros DM mark
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Client: Aceros DM
Place: San Luis Potosi, Mexico
Year: 1990
Highlights:
Aceros DM is one of the third biggest Steel companies in Mexico. In 1991 it started operations at the factory and offices located at San Luis Potosi, Mexico.
At the end of 1990 I designed Aceros DM's CI programme. The mark consists of two elements: logotype and symbol.
The symbol is an abstract representation
of a melting-crucible used to melt the steel -at extremely high temperatures in the
DM's ovens.
The logotype presents existing typeface (Eurostile) for the word Aceros (steel) and a tailored extra bold typepeface fo DM, it connotes the solid and heavy properties
of steel, which when in the ovens melts as the D melts into the M.
I used red to depict the steel-melting process and at the same time to connote the power and solid presence of Aceros DM in the Mexican steel business arena.