Project Overview: C & J Beleggings Logo Design
Client: C & J Beleggings, Previously Agri World
Location: Klapmuts, Stellenbosch, South Africa
Industry: Used Construction Equipment Supplier
Project Scope: Logo conceptualisation
Project Objective
C & J Beleggings, formerly known as Agri World, approached us to create a new brand identity that reflects their evolved business direction. The rebrand needed to retain the trust and heritage associated with their previous name while presenting a more polished and professional image for future growth.
Our Approach:
The goal was to develop a refreshed logo and supporting identity system that embodies the company’s core values: reliability, integrity, and forward thinking. The new design needed to stand out in both used earthmoving equipment and logistics services, balancing tradition with modern professionalism.
The visual concept focused on clarity and confidence. We used strong geometric forms and clean typography to communicate structure and stability. The simplified design ensures versatility across applications, from digital platforms to physical signage.
Logo
The new C & J Beleggings logo combines refined simplicity with visual strength. It reflects the company’s commitment to consistency and growth, while the updated wordmark aligns with contemporary design standards. This marks a clear transition from Agri World to a brand ready for broader market engagement.
Colour Palette
The brand uses a deep navy tone (HEX #11111F, RGB 17, 17, 31) paired with a vibrant gold (HEX #F1C400, RGB 241, 196, 0). This combination conveys confidence, trust, and sophistication. The contrast ensures strong legibility across all media, while the gold accent adds warmth and prestige.
Typography
The identity uses Abnes as the display font and Raleway as the primary typeface.
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Abnes brings a distinctive personality that adds character and individuality to the brand.
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Raleway, a clean sans serif, supports clear communication and aligns with the brand’s modern, approachable tone.
Implementation
The new brand identity was applied across stationery, digital platforms, and signage. The visual consistency between the logo, color, and type ensures strong recognition and a unified presence wherever the brand appears.
Result
C & J Beleggings now has a confident, cohesive brand identity that honors its legacy as Agri World while positioning it for continued success under its new name. The updated visual language supports both credibility and growth in an evolving market.
Secondary Logo
Usage:
Should be used first if the space allows it. Used in Website Header, Stationary, Email signature, etc.
Primary Logo
Usage:
For when the primary logo doesn’t fit in the required space. Used on Websites, printed materials, and larger elements.
Logo Mark
Usage:
Social media profile pictures, stamps, favicon, etc. Use this when your other variations simply won’t fit.
