The Gauteng Asphalt Group, are one of Southern Africa's largest manufacturers, suppliers and applicators of asphalt and bitumen products. Turbine Design were commissioned to design a logo and identity for GA. Playing on the ‘GA’ and moving away from the generic ‘road' icon in their current logo, we came up with some interesting ways to emulate roads and surfacing. The logo incorporates a 'G’ (which pertains to the cross bar and roller, of a steel wheel roller) and an ‘A’ (which shape hints to a cone-shaped pile of asphalt). Linking them together with a 'road and bridge’ application, makes for an interesting icon.
While the more 3-D application is appealing, we had to ensure that this logo would work well in more basic one- and two-colour applications (i.e. for vinyl decals on their trucks and machinery). We also designed the sub-brand logos using the same feel and structure as the mother brand logos.