young promotion
young promotion gets international brands talking to travellers at airports in Germany, Austria and Spain. We sharpened the symbol, wrote the rules into a manual and put sister brand Airport Staff on the same foundation while we were at it. After that came everything from the letterhead to the promo counter.
- Services
- Logo redesign
- Corporate design manual
- Stationery for Germany and Spain
- Recruitment flyers and promo counter
- Print and online media
- Year
- 2014–2017
- Online
- youngpromotion.de
young promotion, based in Königsdorf near Cologne, runs promotions at airports and in travel retail, with companies in Vienna and Barcelona.
The brand speaks to two sides: manufacturers who want their products in good hands. And the promoters who are those hands.
The wordmark stays. The symbol beside it grows beyond the lettering, gets bolder and gives every part room. Four arrows pointing at one dot: that is as much promotion as a symbol can hold.
- 01 / 04What worked, stays. The wordmark stays the same to a hair. Its x-height becomes the yardstick for everything that changes.
- 02 / 04Before: a symbol keeping its head down. Just 1.64 x-heights tall, its strokes only 56 per cent as heavy as the i beside it. The arrows crowd right up to the dot.
- 03 / 04After: a symbol that stands tall. 2.73 x-heights tall, strokes as heavy as the i, arrows at a respectful distance from the dot. Now the symbol plays in the same league as the lettering.
- 04 / 04More brand, same grid. 10 per cent wider and still exactly three columns. The symbol grows into the system, not out of it.
Two rules carry the manual. A decorative element made of 45-degree planes that lands exactly on the column grid. And a grid that sits as well on A6 as it does on A3.
Even the icons are cut from the symbol.
- 01 / 05The direction is in the symbol. Two of the four arrows sit on one diagonal. From here on, the whole layout thinks in 45 degrees.
- 02 / 05Two planes, one force field. Two planes overlap along the diagonal. Where they meet, the colour deepens. That is what attention looks like when it gathers.
- 03 / 05Wild at first glance. At second glance, every edge sits on a column, and the overlap is exactly one column wide. Energy with house rules.
- 04 / 05Grows with it, keeps its shape. Mirrored on the centre of the column, it gives a second version. When the format grows, grid and element simply grow along.
- 05 / 05One turn, a second layout. Rotated by 45 degrees, the planes lie horizontal like the strokes in the symbol. One element, two layouts, nothing left to chance.
- 01 / 04Five formats, one family. From A6 to A3, side by side and to scale. Five formats, one strong family likeness.
- 02 / 04The grid is already there. Six columns, four on the small formats, margins and gutters already set. Whoever designs here never starts from scratch.
- 03 / 04Always in the same place. The logo always takes three columns, top right, and the head grows with the format. Recognition here is pure geometry.
- 04 / 04Flexible, never arbitrary. Where there is no room at the top, the logo moves house to the bottom right. The measurements move with it.
young promotion and Airport Staff share software, templates and plenty of promotional material. So they share grid, typeface and rules as well.
Each keeps its own colour and symbol. Siblings, after all: same upbringing, different faces.
- 01 / 04One foundation for both. Both manuals share the same formats. Laid on top of each other, their drawings differ by 0.23 pt, less than the weight of a line.
- 02 / 04Same place, own size. Both logos sit top right in the top margin, each at its own width. They share templates and software, and neither has to make room for the other.
- 03 / 04Same rule, own movement. On both covers, the graphic element sits one third of the way down. Here flat bands cross, there steep planes lie. Siblings, after all: same upbringing, own character.
- 04 / 04Own colour, own mark. Line and dot here, a sun with eight rays there, each in its own colour. The typeface they share, from small print to headline.
Königsdorf or Barcelona: the letterhead stays the same, only the footer changes language. The forms for travel and hospitality expenses come ready to fill in, in German or English.
The recruitment flyers waste no words. Double arrows point forward, the message sits in the banner, and anyone reading it is already on their way. First for Vienna, then for Germany, with a reply card.
On site, the promo counter does the recruiting. The new brand gave it a new logo and typeface; structure, images and band stayed put. That is what a system looks like when it thinks ahead.
- 01 / 04One counter, four panels. Header board, front and two side panels, laid out flat like a sewing pattern. Set up, they become a stand that sells from three sides.
- 02 / 04One band holds it all together. The same height on all three sides, to the millimetre. Set up, it runs as a single line all the way round the counter.
- 03 / 042013: a stage for applicants. Images and the call to take off at the top, five good reasons below. The Vienna version even had an Austrian number.
- 04 / 042015: new brand, same counter. Logo and typeface change; structure, images and band stay. The new brand moves in as if it had always lived there.
So says the joint young promotion and Airport Staff sticker for the TFWA trade show in Cannes. Add to that a Christmas card with greetings in many languages, a calendar and a mailing for the 21st birthday.
young promotion celebrated its twentieth a year earlier, in gold, as befits the occasion. That one gets a project of its own.
Planning something similar? info@vertikahl.com