CUSTOMER: STIFTUNG SILBERFUCHS, Frankfurt (Germany).
ACTIVITIES: Assistance in overcoming unemployment among the elderly people.
The word Silberfuchs has a positive meaning and in translation from German to English means "silver fox" — this way the elderly people with huge professional experience are called in Germany.
"Love and work, work and love — this couple is the cornerstone of happiness"
The concept of the project.
Studio Rolling.Design has created a visual identification system for the German Foundation STIFTUNG SILBERFUCHS, taking as a basis the idea of the bridge. Located at the ancient crossing of the River Main the city of Frankfurt and its architecture became an inspiration for the concept of the project.
The key metaphor. Bridge
A bridge is a structure for crossing a water barrier and it is symbolizing sustainability and support. We used the concept of the bridge in a figurative sense. Imagine that an unemployed elderly person is standing on the river bank, he has lost the joy of life. For him, water is a problem, consisting in the absence of work, which he can not solve on his own. The STIFTUNG SILBERFUCHS Foundation is a bridge, it helps people to find a way out of this situation and cross the river, that is, to find a suitable and interesting job and realize their dreams.
In our search for the logo, we were inspired by the works of Theo van Doesburg and Mondrian Piet. The font in De Stijl style conveys German character and a sense of confidence. Clear rectangular font express reliability, letter "H" is allocated in the logo and symbolizes the bridge. Moreover, "H" is the first letter in the words Hoffnung in German and Hope in English.