When U.S. Concrete developed a new, rapid-drying formulation that could prevent common moisture problems, they asked us to develop a new logo for their Aridus product. This logo combines solid, industrial typography to represent the strength and solidity of concrete, with a unique visual element symbolizing evaporation. We also developed the Aridus tagline that sums up the entire promise in just a few words: Prevents moisture problems before they arise.