Stand out in public,
blend in at an event.
blend in at an event.
LOGO AND BRAND IDENTITY DESIGN
Delft, The Netherlands
Stairway Productions is a Sound & Visuals company. Stairway Productions delivers audio setups —like speakers, mixers, amps and stuff like that for events and parties. Additionally they also provide the visual lighting setups —like lighting equipment and lighting installations.
Stairway Productions tends to operate in the background as a facilitator, but usually when I develop branding for a company I help them stand out from the crowd. This turned out to be an interesting paradox to work with during the design process. The challenge was to find a way to stand out in public for promotion purposes, but blend into the background at the actual event.
However when working at bigger events and with different partners (even with competitors), they need to be able to distinguish themselves —with subtle gestures only, as they need to stay in the background.
The iconic approach turned out to be a perfect solution to the challenge.
Objective
The objective was to develop a brand identity that can operate in a world dominated my men, while standing out in public and blending in at events.
Additionally, It had to be suitable to be used on a small scale (e.g. on labels for wires) as well as on a large scale (e.g. on the side of a van).
Operating in the background required the logo to work on black or dark blue (a sort of unwritten rule for the industry). And it had to be paintable on a flight case with a template, paint and a roller.
Approach
Together we defined a brand strategy for Stairway Productions during a Private Branding Workshop.
Based on the result of the workshop I was able to design a logo that accomplishes these goals; it can stand out and blend in, that works on different scales and is easy to apply (due to its simple form).
Results
It brand identity embodies characteristics like: iconic, masculine, tough/robust and angular, which make it easy to use, recognise and scale.
"The new logo was very well received and will definitely provide us with a more professional look that suits the company."
— Menno Smit, founder of Stairway Productions
