"So memorable that a layman can draw it by heart".
Ernst Schadegg, graphic designer in Gockhausen, has been working for Holderbank for many years and designed the Holderbank logo with the different colored bars in 1987.
Ernst Schadegg, graphic designer in Gockhausen, has worked for Holderbank for many years and designed the Holderbank corporate design with the different colored bars in 1987. he also created the new label. What does the new label mean?
Ernst Schadegg: The red arc shows the global, cosmopolitan, but also the exact, precise. The two black bars indicate the H of Holcim.
Did Holderbank provide you with design or content specifications?
Schadegg: Mr. Schmidheiny told me that the new label had to be so memorable that a layman could draw it by heart after looking at it once. I've been working as a graphic designer for a long time now, but no client has ever told me so succinctly what they want.
As Holderbank's in-house graphic designers, they certainly had an advantage in the evaluation.
Schadegg: The Group organized a "blind competition" in which seven proposals from different graphic designers were shortlisted. Two of my designs ended up in the top two places. I think I know the company - its soul and its heart.
How do you rate the result?
Schadegg: The H from Holderbank, the C from Cement, it's all there. You can play with the logo - for example, you can cut it up a lot - and it's still recognizable. The logo will quickly become generally recognizable.
Interview: Werner Catrina
Ernst Schadegg: The red arc shows the global, cosmopolitan, but also the exact, precise. The two black bars indicate the H of Holcim.
Did Holderbank provide you with design or content specifications?
Schadegg: Mr. Schmidheiny told me that the new label had to be so memorable that a layman could draw it by heart after looking at it once. I've been working as a graphic designer for a long time now, but no client has ever told me so succinctly what they want.
As Holderbank's in-house graphic designers, they certainly had an advantage in the evaluation.
Schadegg: The Group organized a "blind competition" in which seven proposals from different graphic designers were shortlisted. Two of my designs ended up in the top two places. I think I know the company - its soul and its heart.
How do you rate the result?
Schadegg: The H from Holderbank, the C from Cement, it's all there. You can play with the logo - for example, you can cut it up a lot - and it's still recognizable. The logo will quickly become generally recognizable.
Interview: Werner Catrina
