Armstrong brand mark

The Armstrong brandmark exemplifies the objectives of the changing nature of Armstrong’s digital business, while linking it with the industrial heritage of the past. By exploring the science behind behind fluid flow (particles and vortexes), visual elements were derived from the patterns and figures that occur in nature. Armstrong’s solutions are widely varied; the key to solving the brandmark lies in a visual that is abstractly representational, but gives the feeling of dynamic movement, while still maintaining a solidity that represents products that are still cast in heavy iron.