Cleaning Up

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Saubermacher is one of the biggest waste management companies in Austria and Eastern Europe. Ad agency St. Stephen’s created a new corporate design for the brand and brought us in to redraw the logotype.

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The old logotype was simply written in Brush Script. Both the agency and the client had an idea how the new logotype should look – unfortunately those ideas were not the same. Nevertheless, our goal was – fittingly – to clean up the lettershapes and produce something that was still recognizable but much more respectable.

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Saubermacher now uses hybrid trucks. This is one of the ‘normal’ models, showing off the new lettering.

In addition to the logotype the agency assigned us to produce a custom typeface for use in headlines, for example. With that goal in mind from the beginning we were able to produce a custom face within a small timeframe.

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Capitals for a script family are a challenging task. They do not seem to follow many rules of the lowercase characters. On the other hand, they can well be a little wilder...

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Clean letterforms mean clean vector drawings.

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Testing was essential. Although this face should never be used for copy text, this setting shows a lot of potential ink blots more clearly.

The character set supports eastern languages with Latin script. Including alternatives and ligatures, we ended up with about 400 glyphs.

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He’s also very happy about the new letterforms:

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More images here

Poster and corporate design © St.Stephens
Other images: Saubermacher and Typejockeys