TCG Construction
Year
2025
Sector
Construction, Architecture & Planning
Services
Brand Strategy
Positioning & Messaging
Brand Identity
Digitisation Strategy
Brand Management
TCG is a construction specialist in built environments, delivering spaces conducive for businesses and people to thrive. As a result of a change in ownership and brand nomenclature, there was a need for this multinational organisation to undergo a full rebranding exercise.
Inspired by the fundamental elements of construction, the new TCG identity is built upon the idea of primary building blocks—the essential units that shape urban landscapes. The logo and visual system feature bold, geometric cuboids, representing modularity. These forms evolve into more complex structures, reflecting the diverse typologies of projects that TCG undertakes, from commercial fit-outs to large-scale engineering endeavours.
Drawing upon Lego’s iconic primary colours, the brand embraces red, yellow, and blue in its colour palette, signifying creativity, energy, and structure. These vibrant hues are anchored by a monochrome selection (charcoal and bone), ensuring a timeless appeal while allowing for dynamic visual applications.
The brand’s primary typeface, Archia Regular, is a modern, structured sans-serif that echoes the precision and engineering prowess of TCG. The Avenir Book secondary typeface complements it with a clean, contemporary aesthetic that enhances readability across digital and print applications.
The brand identity extends beyond the logo, influencing the layout of marketing materials, construction signage, merchandise, and corporate documents. The block-based system allows for modular branding applications, ensuring versatility across different mediums while maintaining a cohesive identity.
