ASPHALTGOLD
With a total reach of 1.5 million social media followers, a ranking among the top 5 online sneaker stores in Europe and after 12 years as a forerunner in the sneaker community, it was time for the sneaker pioneers from ASPHALTGOLD to give visual expression to a new, more “adult” self-image. Even though ASPHALTGOLD is typically responsible for perfect styling itself, they trustfully placed the order for their complete re-design in the hands of design studio Arndt Benedikt. Our mission was to create a new logo, redefine the typeface environment as well as developing a holstic visual system for all design tasks.
The Stack
The “Stack” logo forms the creative core of the design. As the three components of the logo form an A and at the same time stand for the subject areas that ASPHALTGOLD covers in terms of content and that play a major role in daily work: Culture, Aesthetics & Dedication. In addition to the A, the logo deliberately evokes numerous associations from the sneaker universe: from stacked shoe boxes to the profile of a sneaker sole to a monumental pyramid symbolism that takes into account the significance of ASPHALTGOLD in the sneaker community with a wink.
TYPEFACE COMPOSITION
The font used for the word mark reflects above all the aesthetic approach of ASPHALTGOLD. At the same time, the relatively long brand name can be used in a space-saving way by choosing a narrow running grotesque.
Rotating & Cutting
By rotating and cutting out the “Stack” logo, Arndt Benedikt has developed a playful mechanism that enables a design that is as simple as it is variable. In terms of usability, it was particularly important that the logo and the visual system function comprehensively across media, i.e. in all digital and analogue applications and at all touch points. Accordingly, the “Stack” can also be printed or embroidered smoothly in apparel applications.
HOLISTIC DESIGN SYSTEM
Considering the typographic elements, the selected font mix with clear hierarchies and defined areas of application contributes to the typical ASPHALTGOLD look. Clear guidelines and comprehensive design templates ensure an easy to use design on a daily basis while strengthening the recognition value at the same time.
OUTCOME
Taken as a whole the main focus was on achieving a clear, tidy look that not only addresses the classic sneaker topics yet also the fashion community, and which stands out from the competition. This is also ensured by the high-quality, elegant and at the same time approachable image world.
SOCIAL MEDIA ASSETS
ASPHALTGOLD’s primary communication channel is defined by social media posts and being in close dialogue with their customers fanbase by using social media stories. We created a vast variety of photoshop-based templates to ensure the main goal of the social media and marketing team: React very quickly to specific topics and stay in lively touch with their community while keeping their new corporate identity clear and distinctive.
