When Sigrid Stöckl was launching its new e-Collection the label decided that it was time to redesign its branding. The company turned to long-time collaborator OrtnerSchinko with a brief that asked for the identity to look “more international, stronger and on the other hand even more subtle.” United in aesthetics as minimalists, the designers and company began a reductive process whereby everything is simplified as far as possible to achieve maximum effect. Executed in black and white across heavy card and paper stock, the love and attention to detail in the identity is intended to compliment the values of Sigrid Stöckl’s collection. “The ideas behind the new collection, which are targeted on men’s needs, were leading throughout the process. Sigrid Stöckl was very clear in her brief, knowing that we can transform her fashion design language into a graphic one,” say the Linz-based designers.
“We created a very simple looking identity with using just one (still unreleased) typeface. Effects were added by print types such as blind embossing, nothing else,” say the designers. “The logo is regulated and strict but on the other side inviting to adapt its use for every single measure. At first we wanted to keep the old serif type logo – but in the end we just found it right to make it more modern and even more simple so it fits the brand’s needs better.”