Brachot
Building a solidified family
We built a new, solid brand for Brachot-Herman, a company with a heritage that goes back to 1901. A serif font connects profession with tradition. A trademark of a triangle and diamonds ties the whole group together, and every product brand carries it as a Brachot Family member.
The story behind the work
What was the challenge?
Brachot-Herman has been creating something truly valuable since 1901. The company produces and distributes surface and landscaping materials in natural stone, ceramics and composites that stand the test of time. Its global network keeps expanding and now includes numerous quarries, mills, warehouses and offices. All of these had to come together under one brand. The new brand had to be solid and had to build on the Brachot heritage. It also had to reflect the various products and activities of the business and reinforce the powerful family connection within the group.
What choices did we make?
We chose a serif font. Serifs come from the Romans, and there are two theories about their origin. One says Romans painted letter outlines onto stone so the carvers could follow the brush marks, which flared at stroke ends and corners. The other says serifs were devised to neaten the ends of lines as they were chiselled into stone. Whatever the origin, it was clear to us that Brachot needed a serif font, stately and stylish, connecting profession with tradition. For the trademark we chose the triangle, one of the sturdiest shapes in architecture, and the diamond, a material so hard it easily cuts through rocks. We built it to last at least a few generations. To reinforce the family connection, all product brands carry the Brachot trademark.
What did we create?
The Brachot trademark shows a triangle supporting two diamonds. The triangle depicts a mountain, home to the quarries. The single diamond refers to natural stones. The two joint diamonds symbolise the blended material category. Brachot masters every step of the chain: from quarrying to production, from distributing to servicing. All product brands carry the trademark, and the appellation 'Brachot Family member' is always added to each business. The diamond is also the foundation of a range of 3D graphical elements. These 3D visualisations are used for conceptual and inspirational communication. In animations, we add a sense of elegance to the solid look and feel.