Case Study: Schindler.
How do you redesign a logo to make it more futuristic and modern? What strategy works best? We break down Schindler's rebrand.
- Publié le
- 1 mai 2020
- Lecture
- 1 min
- Thème
- etude de cas
Case Study: Schindler
Updating an iconic logo to embed brand values in the 21st century
Context
Brand history: global manufacturer of escalators, elevators, and moving walkways.
Studio: Interbrand
Art directors: Andreas Rotzler and Jürgen Kaske
Typography: Frutiger Next Bold (hand-adjusted)
Colors: Metallic silver, black, and red (PMS 485)
Interbrand helped Schindler, a manufacturer of elevators and moving walkways, reposition itself as a mobility leader. They redefined the brand around urban mobility. The previous logo, dating back a century, presented practical and aesthetic limitations. It felt outdated, especially with its vertical elements that were difficult to use in certain contexts.
Preservation and Innovation
The original logo, a triangle within a circle, remained recognized and valued. The new version stays close to the original but with significant refinements:
- Dimension and Dynamism: The embossed triangle symbolizes innovation and subtle movement.
- Tradition and Interaction: The preserved circle evokes tradition and the elevator call button, the point of contact between human and machine.
- Futurism and Luster: The chrome-futuristic style recalls the materials used in Schindler products.
- Modern Typeface: The name appears in vibrant red, in a modern sans-serif font, blending tradition with modernity.
The long vertical bars from the old logo were removed and transformed into secondary graphic elements.
The New Logo: A Symbol of Progress
Schindler's new logo is designed as a symbol of progress and forward vision. It remains identifiable, echoing the old version seen in buildings worldwide. The design team preserved certain aspects while modifying others to improve legibility and modernize the mark.
Design Process
After defining the concept, the team created quick sketches to find the ideal 3D form. Detailed digital files were then produced for different logo applications: print, digital display, 3D signage, and more.
Adaptability and Versatility
Logo variants were developed to suit various contexts: flat or 3D, color or monochrome, printed or illuminated. This flexibility ensures consistent brand presence across all environments.
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- What was the main challenge with Schindler's old logo?
- The original logo, while recognized globally, had practical and aesthetic limitations. Its vertical elements were difficult to apply in certain contexts, and it no longer reflected the company's modern positioning in urban mobility.
- How did Interbrand preserve brand heritage in the new design?
- The redesigned logo retained the iconic triangle-in-circle composition and maintained the connection to the elevator call button, a key touchpoint between user and product. This ensured the new mark remained identifiable to existing audiences.
- What role did typography play in the Schindler rebrand?
- The team chose Frutiger Next Bold (hand-adjusted) paired with vibrant red lettering. This modern sans-serif typeface combined tradition with contemporary aesthetics, signaling both heritage and forward progress.
- How many logo variations were created?
- Multiple variants were developed for different applications: flat and 3D versions, color and monochrome options, and formats for print, digital display, and illuminated signage.
- What do the colors in the new Schindler logo represent?
- Metallic silver, black, and red (PMS 485) were selected to reference materials used in Schindler's elevators and moving walkways, creating visual coherence between the logo and physical products.