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09 Brand Identity.
ORTLIEB
Trademark for waterproof outdoor products.
Initial situation
Development of a new logo for ORTLIEB, market leader in waterproof bicycle bags and outdoor equipment.
Challenge
Presentation of the central value proposition ‘waterproof’. Functionality in a wide variety of colour and material contexts. High legibility from a distance in outdoor environments. Long-lasting, international impact.
Solution
Development of a long oval frame with badge-like character. The frame encapsulates the lettering like a ‘waterproof’ unit. Integration of the term ‘waterproof’ as an explicit performance promise. Geometrically exciting transition between “ORTLIEB” and ‘waterproof’. Colour-independent, invertible design. High contrast effect and clear legibility from a distance. The sign functions as a seal of quality.
Result
A trademark that has clearly identified every product for over 25 years. The logo conveys robustness, reliability and outdoor expertise. It makes every single product a brand ambassador. Long-term brand value through consistent visual stringency.
Initial situation
Development of a new logo for ORTLIEB, market leader in waterproof bicycle bags and outdoor equipment.
Challenge
Presentation of the central value proposition ‘waterproof’. Functionality in a wide variety of colour and material contexts. High legibility from a distance in outdoor environments. Long-lasting, international impact.
Solution
Development of a long oval frame with badge-like character. The frame encapsulates the lettering like a ‘waterproof’ unit. Integration of the term ‘waterproof’ as an explicit performance promise. Geometrically exciting transition between “ORTLIEB” and ‘waterproof’. Colour-independent, invertible design. High contrast effect and clear legibility from a distance. The sign functions as a seal of quality.
Result
A trademark that has clearly identified every product for over 25 years. The logo conveys robustness, reliability and outdoor expertise. It makes every single product a brand ambassador. Long-term brand value through consistent visual stringency.