Background: Pesok
i Plamya (Sand and Flame) company represents a new vibrant network of
brand retail stores selling houseware, porcelain, presents, crystal
items.
Task:
subject the existing logo to a redesign by making it more up to date
and reflecting in it the values of the company: high quality of the
products and originality.
Solution:
the words ‘sand’ and ‘flame’ in the name of a company specializing in
retail sales of items of glass are not haphazard there: by melting sand
we get glass. Sand and flame are therefore indispensable constituents
of this manufacture. In the logo this necessary unity is reflected in
the use of the ‘and’ conjunction (‘i’ in Russian). Firstly, it is the
use of a conjunction, whose role in the language is to connect, which
is not accidental and rather appropriate. Secondly, it is the graphical
rendition of the spelling of that conjunction. The symbol is not just
written but it appears ripping out of flames of fire. The upper and the
lower tongues of the flame are formed using the sand-glass clock
principle when turned by 180°.
The logo has in itself not only
an illustration of the glass manufacture process but also the final
product, of course. The idea of there being glass is achieved through
the use of a specially developed font, which is devised to show the
reflection of the flame light on the surface of the characters, so they
seem to be made of glass. The classical writing style of the font is to
emphasize loyalty to traditions and quality, whereas the author’s
original rendition of the style is to show the uniqueness and prestige
of the brand.
Comments