Blog – Entries tagged as Corporate Design
Our design talk on the Loacker redesign was a great success
Our design talk on the redesign of the well-known Loacker brand at Vienna’s Designforum (MQ) on 27 April was a great success. Christoph Aichner, Loacker’s design manager, spoke about the company’s rich history and the strategic reasons for the redesign process. He also mentioned the great popularity of the company’s products in the Middle East, the US, and Asia.
Stefan Willerstorfer (left), Roby Attisano and Loacker’s design manager Christoph Aichner (right).
I had the pleasure of explaining the exciting process of refining and harmonising the logotype and improving its recognisability down to the smallest detail. The presentations were followed by a lively discussion with Roby Attisano, Christian Thomas, and the audience.
Stefan Willerstorfer guides the audience through the convincing redesign presentation.
As a special treat, each participant received some samples of Loacker’s famous delicious wafers. Yum!
Various impressions of the design talk on the Loacker redesign in Vienna’s Designforum (MQ).Upcoming lecture in April: Redesigning the famous Loacker brand
Save the date: On 27 April, Roby Attisano and I will be joined by Loacker’s design manager Christoph Aichner to talk about the process of redesigning the famous Loacker brand. The lecture starts at 6:30 pm in Vienna’s Designforum (MQ).
This animation shows various stages in the further development of Loacker’s logotype.
“How can the revision of a famous logotype meet today’s requirements without losing the brand-giving originality? How can the originality even be uncovered and strengthened? And how can we succeed in convincing the client of this courageous step?
The redesign of the well-known Loacker brand is a wonderful example of how the clear and consistent further development of a design idea can lead to an even more convincing result. In their conversation with Loacker, designers Stefan Willerstorfer and Roby Attisano provide exciting and motivating insights into the design process and the successful collaboration with Loacker.”
Loacker redesign featured in German design magazine Page
Have you already had a look at the current issue (04/22) of Page, Germany’s most popular design magazine? Yes, you might have guessed, it contains an article we are really happy about.
Cover of the current issue (04/22) of Germany’s popular design magazine Page.
The four-page article Detailversessen (detail-obsessed) showcases our redesign of the famous Loacker brand in great detail. As you might know, Loacker is an Italian company based in South Tyrol, producing tasty wafers and chocolate products.
Double page spread showing the new Loacker logotype on the left and the old one on the right.
Interestingly the Loacker redesign did not begin like an ordinary project. There was no order at the beginning of the project. Just an idea – an idea that followed a vivid discussion between two designers while enjoying pizza and beer. Talk about characterful Italian (South Tyrolean) logotypes. At some point we (Roby Attisano and I) agreed that the logotype of Loacker was good but it could get even better. And then I spontaneously decided to do it, to proactively redesign the logotype without an order.
On top you can see written notes for all the corrections to be made to the old Loacker logotype.
The idea of redesigning the Loacker logotype lead to an interesting design process that I really enjoyed. The process was accompanied by Roby Attisano’s valuable feedback. Luckily the Loacker company was so convinced by the redesigned logotype that they decided to buy it and to apply it instead of the old one. We take the company’s decision as a strong compliment and honest praise. It encourages us in our way of paying attention to even small details and providing individual typographic solutions of highest quality.
Various inconsistencies of the old logotype on the left. Stages of the design process on the right.
If you want to know more about the story (and are fluent in German) you can read the article in the current issue of Page (04/22). Enjoy the reading.
The top of the right page shows Roby Attisano (left) and Stefan Willerstorfer in South Tyrol.Redesign of the world famous Loacker brand
As you know, we care about details. How much details matter can easily be seen in our redesign of the world famous Loacker brand, a leading producer of wafers and chocolate products. While the old logotype had a lot of character, charm, individuality, and robustness there was still room for improvement.
Loacker’s old logotype had a lot of character.
The redesign process was focused on keeping the logotype’s striking, original qualities and resolving its formal and technical weaknesses at the same time. Our work resulted in a logotype that is better suitable for all applications in print and on screen.
Loacker’s new logotype kept all the character and strongly improved in quality and style.
There are no more formal inconsistencies and technical deficiencies within the new logotype. Letter combinations which used to be too tight were loosened, making the overall spacing between letters more consistent. The shapes of the letters are now better related and the logotype’s overall colour is more even. All these corrections result in a perfectly balanced and rhythmic appearance.
This animation clearly shows all the differences between the old and the new version.
Convince yourself and see how the logotype has improved on various levels. All corrections were made with the requirements of modern packaging and communication in mind. The redesigned logotype proves to be more legible on paper and on screen – especially in small sizes. It was introduced in 2021 and is applied on the packaging and in other applications within the Heritage Shield (a combination of the redesigned logotype and an illustration of the South Tyrolean mountain Schlern).
The new logotype within the Heritage Shield. The shield was designed by Torinese agency, Spider.
The old and the new packaging of Loacker’s famous Neapolitan wafers.
The new packaging (also introduced in 2021) as well as the Heritage Shield were designed by the Torinese agency, Spider. The logotype’s typographic redesign was carried out in close collaboration with Roby Attisano (Desein, Bolzano). We really enjoyed the great teamwork!
Another great example of Loacker’s old and new packaging design.
Have you tried Loacker wafers, yet? You should! As you might know, Loacker has been producing wafers and chocolate specialties in South Tyrol (northern Italy) for almost 100 years now. They really know how to do it. Yum yum!
Loacker’s world famous Quadratini cubes.Wienerberger’s new logotype: Our bespoke design solution
Wienerberger’s new logotype has been in use for some time now and we are still very proud of it. The logotype exemplarily proves all the advantages of an individual design solution. Since it is not based on an existing typeface but drawn from scratch, all design decisions could be made much more accurately. All letters are optimised for their exact position and sequence within the logotype.
Wienerberger’s new logotype is a bespoke design solution.
Wienerberger is one of Austria’s largest companies and the world’s largest brick producer. It is a leading supplier of clay roof tiles, concrete pavers, and pipe systems in Europe. The Wienerberger Group operates 195 production sites in 30 countries.
The high demands of this international player are perfectly met by the new logotype which is as individual as the company itself. The development of the logotype was done in close collaboration with the Viennese branding agency Brainds. I really enjoyed the professional collaboration and was very happy to contribute my type design expertise to this interesting project.
This year Wienerberger celebrates its 200th anniversary. The first half of 2019 was the best half year in Wienerberger’s history. As the logotype’s designer I am willing to believe that the new logotype also contributed its share to this success.
Various applications of Wienerberger’s new logotype.