Rebranding Precast

During its annual convention in Palm Springs, Calif., Chicago-based Precast/Prestressed Concrete Institute announced a Rebranding Initiative to solidify

During its annual convention in Palm Springs, Calif., Chicago-based Precast/Prestressed Concrete Institute announced a Rebranding Initiative to solidify and extend the message of precast as a preferred building method. To formalize the plan, the group retired its familiar lower-case, plain-type letter logo in favor of a more modern signature. The logo switch follows similar moves in the past year by the National Ready Mixed Concrete Association and National Precast Concrete Association.

In the first of two phases, PCI’s Rebranding Initiative will be aimed at positioning precast within the architectural community as an ideal fusion of art and science, aesthetics and engineering, right-brain and left-brain. This will spur an architectural movement where precast is perceived as providing a new dimension of design articulation, coupled with long-recognized benefits of safety, durability, and construction speed. The second Rebranding phase will be aimed at inducing engineers to better understand, embrace and ultimately promote the use of precast concrete building systems. By year end, PCI officials plan to release to members a white paper outlining the results of market research that led to the Rebranding Initiative.