Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The seventh generation of the German family business, one of the leading global knife manufacturers, wanted to take a more decisive step into the future. With the help of Gigodesign, their iconic 100+ year old trident feels sleeker, their wordmark is made simultaneously contemporary and historical, and their newly flexible brand identity system more adaptable to its myriad uses. Striving for a flexible, resilient, and future-proof brand, designed less as architecture and more as biology, the solution stood out among this year’s notably strong and numerous competition and won the 2021 Red Dot Award.
Commenting on the agency’s 18th prestigious Red Dot accolade, Matevž Medja, Senior Partner at Gigodesign, noted that “a good brand identity is a manifestation of its corporate DNA,” a subject Gigodesign helps their clients understand and evolve. “It has to identify and reflect the parts of its identity that are uniquely its own, shaping them so as to confidently position itself on the market. With such a consistent visual identity, one can encounter any of its elements – be it on the blade of a knife, your mobile phone, or a billboard anywhere in the world – and recognise them immediately.”
Hartmut Wunram, EVP Brand & Creative from WÜSTHOF, underlined Gigodesign’s role as a key partner for their Brand Competence Team, “especially when it comes to unconventional solutions in the visual identity and packaging design domains. Their meta-systemic approach to brand identity has allowed us to work with several creative agencies simultaneously while ensuring a consistent brand experience across our many touchpoints.”
Entrusting a complex visual identity to a number of collaborators is made notably easier when “the brand identity has a design system that is defined independently, regardless of communication channel or application format,” notes Peter Primožič, graphic designer at Gigodesign. “This enables WÜSTHOF to maintain a dynamic and unified brand identity, no matter the circumstances.”