Being at the core of our client’s business, we explored the idea of ‘continuity’ as a basis for the logo design. The logo is simple, bold and direct, using primary colours to highlight the stability that the company provides. The letterform ‘C’ within the logo has a circular arrow that denotes perpetuity or a constant motion that never stops. The logo sits on top of a solid horizontal bar that alludes to the brand’s offering of absolute strength and constancy.