Logos manufactures and supplies all kinds of packaging materials for meat-packing plants, poultry farms, cheese-making and fish-processing factories. The company was established in 1997 as a supplier of sausage casings. Through gradual development, Logos managed to enter the federal and global market, expand the range of services and products, and even established its own production facilities.
While studying the information about the company in order to identify key advantages and benefits, we quickly came to realize that it was no use looking for some unique details. Whichever side of the business we took, Logos always showed the highest degree of professionalism. This goes for production and supply, client relations and complex problem-solving during work.
We decided against basing the positioning upon the image of “reliability and perfection” for several reasons. First, the company didn’t want to indulge in vanity. Second, such image would be too static and boring as it does not inspire development. Third, many of the company’s competitors are doing their best to appear the most reliable and perfect in the industry.
When we took a closer look at the competitors, we saw that every innovation in processes and services, no matter how successful, had been pioneered or implemented by Logos.
The courage and drive for experiments, strive for development, open mind and out-of-the-box ideas is what has propelled the company forward since its very inception. This was clearly illustrated by the long list of advantages that we compiled while discussing the project.
Eventually, we proposed a positioning not of an industry leader, but that of an industry pioneer. We intentionally jammed it into a short, dynamic form that is more like a motto than conventional marketing positioning:
The idea of getting to a new level proved to be the right one. The Logos team accepted the positioning concept without a shadow of a doubt, as if we vocalized something they had always known about their company.
The lack of exciting, visually or communicatively impressive concepts in the market determined the boundaries of our search for ideas. We decided straight away not to overcomplicate things and came up with a simple, elegant image.
A staircase is our metaphor for constant, continuous ascension. “Seems a bit naive? That’s exactly what we need!” we thought and hurled all our effort into developing and visualizing this concept.
The idea of step-by-step ascension is communicated via a typographic solution, with headers and small text blocks arranged in simple and more complex stairs of different widths. The unusual design attracts attention and efficiently communicates any message, even the most tedious one. The complexity of the typographic staircase depends on the type of medium and the duration of contact with it.
The display composition is based on extrabold type TT Rounds Condensed Black. The words are transformed in a graphic editor and then compiled into stairlike structures.
We incorporated the idea of continuous growth and development into the graphics. Here, the staircase serves as a background, against which the history of the company and its clients unfolds. The size and direction of the stairs is determined by an isometric grid that maintains the elegant structure of the composition.
The maximum number of characters and additional elements in simple illustrations is one or two. In more complex images, details and different planes are added, and the typography can be experimented on.
Little spot icons, also isometric, are good for highlighting and emphasizing important text information blocks in a long text.
Stairs and staircases are used in the development of branded patterns. These can be regarded as Escheresque — improbable stairs suggest that climbing to the very top can be hard and confusing even for an experienced company such as Logos.
Color selection was based on packaging categories that Logos work with: red for sausage casings, blue for fish packaging, yellow for cheese, green for fruits and vegetables.
Bright colors of the packaging complement the soothing beige of the background and the complex grey of the text and little illustrations. The selected major keys fit the overall impression we got from talking to the company employees.
We tried to avoid a discrepancy between the direction in which the stairs of text are read and the principle of ascension. For this purpose, we created a flag logo to serve as a symbol of the ultimate goal. This logo represents another crucial metaphor — a connection with the pioneer, the trailblazer that Logos stand for in the packaging market.
Even though the logo does not directly reflect the stages of the company’s development, this idea is communicated through the dynamics, the angle of the flag, and the name on it. The logo represents the company’s commitment to achieving new heights and ambitious goals.
When the company adopted a new corporate identity, we designed banners, magazine modules, mailing letters, and images for social media — all as part of a transitional series to announce the new image. Materials told clients and partners about the changes in Logos.
The company announced its rebranding at the annual industrial exhibition Agroprodmash 2015 in Moscow. We helped them prepare for this important event. Logos employees set up a huge exhibition booth, drew up an entertainment program and ordered souvenirs, while we were in charge of printed media, supervised booth design, and produced a promotional video.
The idea of ascending a staircase is reflected in the way booklets are cut as well as in the animation of digital invitations, giving dynamics and an unusual development to a static image.
After the exhibition we have received positive feedback, heaved a sigh of relief, and went on to develop templates for banners, images on social media, business documents, and booklets.
The color scheme works the same way as typography: from simple to complex, including the basic and complementary colors. The basic pallette includes three colors and is used without illustrations: red is used for the logo and adding emphasis, beige — for the background, and grey — for the text.
Complementary colors serve as add-ons to the basic ones. They are used for illustrations and color fill. This way, the color scheme is complemented rather than changed.
The company’s recognition through corporate identity depends not only on colors and the overall harmony of graphics and typography, but also on the compositional techniques, isometric view, and, most importantly, the “staircase” principle.
We prepared a number of video guidelines for Logos engineers on how to apply the company’s products in manufacturing. The first three videos are about collagen film, fibrous casings, and non-elastic nets.
We shot the videos at exemplary meat-packing plant Start (trademark “Myasnoy gurman”) in Nerkhta, Kostroma Region. We scheduled the shooting so that we would witness all production stages that involve Logos casings: from soaking to boiling or smoking. We were even allowed to stop the production lines a couple of times. Now we know everything about sausage production.