Corporate Design
(Product Design, Stationery, Packaging)
red dot
red dot award: communication design 2007
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The corporate design for Kaspar, a Swiss stationery brand, faced the challenge of how to reinterpret the traditional subject of paper culture as well as the high-quality yet understated character of the products in a reduced and subtle manner. An essential element of the design is the hand-drawn logotype in which classical curves are complemented by strongly contrasting strokes to achieve a modern effect. This formal interplay between traditional and modernist aesthetics is also found in the colour scheme and the choice of typefaces and materials used. The symbol of the bird, which possesses formal characteristics of both the ibis and the pelican, was chosen as an emblematic device in the manner of a heraldic element. Both animals are traditionally associated with the theme of writing and the humanist arts in general.
client:
Kaspar – Bespoke Stationers
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design:
Hotz & Hotz – Corporate Identity, Steinhausen/ZG
creative direction:
Roman Imhof
illustration:
Herbert Seybold
photography:
Thomas Zimmermann, Lucerne
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