STEK-Classic company operates in the field of carpentry and provides a huge range of services - from the manufacture of individual pieces of furniture (retro, replicas, designer, ultramodern) to exclusive structural elements (windows, doors, stairs, gazebos, etc.) and complete turnkey solution of interiors (restaurants, banks, casinos, private interiors, etc.) knowing no boundaries in creativity and in the search for new solutions. The company's customers are government agencies, including federal ones, as well as restaurants, banks, casinos, businesses and hundreds of private clients in Russia and Europe (London, Paris, Prague) that are interested in premium-quality workmanship.
The rebranding of STEK-Classic was dictated by the need to match and showcase the highest level of the company's work with new positioning, new semantics and the designed brand attributes.
“Value for all generations”
In the course of work on the brand concept, it was decided that the company's slogan should not reflect functional utilitarian characteristics, but the emotional nature of the brand. The brand designer and copywriter were looking for a motive that would convey something more than just a feeling of superiority and confidence in the quality or reliability of the product - all these should be there a priori, no matter what. The slogan had to be based on the consumer insights (underlying motives of consumption), values and barriers of the client.
So, after many creative endeavors, the slogan of the brand “Value for all generations” appeared.
The idea of the slogan arose from the theory of generations, according to which value systems of people who grew up in different historical periods, are also different. Now, a rapid rise in the importance of a value and its even faster re-evaluation can occur over a short period - an advanced smartphone will become obsolete with the release of a new model, and cryptocurrency may cause a worldwide stir, and then go into oblivion. What can remain significant after years?
This is the slogan that tells us about the additional importance of the company's products - not just high-quality merchandise of wood, but things that did matter, do matter, and will matter over time. Not a rapidly obsolescent gadget, not a thing fashionable today and unfashionable tomorrow that no one wants, but an unfailingly valuable product.
The slogan “Value for all generations” is a hint of what kind of satisfaction the consumer can get from the brand. These are the benefits reflected in the mental context of the phrase. The slogan enhances the positive experience of the product, because the client of the company wants to do something important: not just to have the work done, but to be a co-creator of a piece that will have, among other things, an intangible value for years to come.
The new STEK logo is the trademark lettering. The company logo consists of four capital letters in an original typeface. The stylized letter K makes the logo more original and better registered in memory.
The corporate identity of STEK is concise, it does not have too much detail. There is a lot of light-colored space in the STEK design, contrasts between flaxen and other corporate colors are used. A series of illustrations was developed for the brand, depicting equipment used at various stages of production. Illustrations are made as sketches. This way the designer conveys the idea that machines are part of a practically creative process of making furniture and other wood products.
Created logo:
2018 July
