How&How Supports a Carbon-Neutral Concrete Startup in Spreading the Concrete Facts

The logo was developed with this concept in mind. Luke Scott, How&How’s design director, elaborates, “At the initial stages of this project, we drew inspiration from breeze blocks as a graphical reference. These blocks offer captivating graphic patterns, which exude a modernist feel and instantly bring concrete to mind. Although we decided against using the patterns directly, during our exploration, we came across the idea of fashioning a simple ‘B’ using these breeze block shapes.”

The concept of “hardness” also influenced How&How’s selection of a typeface. Scott explains, “Concrete is closely associated with brutalism. When picking a typeface for the Biozeroc brand, it felt natural to choose something that shared a similar architectural heritage and harmonized with the robust nature of concrete structures.”

As a result, they opted for “The Future” by Klim Type Foundry as the headline typeface, which is a modern interpretation of the classic architectural typeface Futura.For the body text, they chose “Haffer” due to its “clean and contemporary look, adding a technological touch to a brand that primarily revolves around physical forms.”