Customer
Lindström
Project
Edge
Year
2022
Customer
Lindström
Main services:
Brand Strategy
Brand Identity
CMF Strategy
Product/Industrial Design
Visualization
Art Direction
Project
Edge
Year
2022
Sector: Hand tool.
Context: Lindström, a brand of SNA Europe, is part of the Snap-on group which, since 1920, has been manufacturing and distributing top quality hand tools that are recognised by professionals worldwide.
Lindström, having identified a new niche in the market, decided to create the Edge by Lindström sub-brand, with which it intends to respond to the demands of this emerging niche.
Challenge: The nature of this collaboration made us face a double challenge in this project. On the one hand, we created a corporate identity for the Edge sub-brand, which is aligned with its new positioning in the market, while maintaining the link with the visual identity of its parent brand, Lindström. On the other hand, we have transferred the lines of this new identity to its product, all under a consistent visual image.
Process
Narrative
The new brand coexists between two ‘worlds’.
The naming of Edge comes from the meaning of the word itself in English, which can be translated as limit or edge. This characteristic has allowed us to explore different ways to reinforce its meaning through graphics.
The letters ‘E’ that make up the word ‘EDGE’ mark the limits of its name, which is why we have used a set of two square brackets to define the beginning and end of the word.
This graphic resource allows us to visually represent this delimitation, thus delimiting the target niche.
Wordmark
The proposal for EDGE, unlike Lindström, has the letters in capital letters to convey the background and presence of its parent brand, which has a long history and trajectory. On the other hand, with the clean cuts of the letters and their alignment we managed to transmit professionalism and precision.
It is a flexible, functional and versatile logo that adapts easily to different scales and media.
Symmetry efficiency.
One of the characteristics of the pliers is that they do not have a defined position, so we have worked on a logo that allows a correct reading regardless of their position or posture.
The wordmark is symmetrically designed to ensure the readability of the Edge, whatever the position of the pliers.
Working on a logo from an industrial approach.
Edge pliers are unique in that their handle sleeves are manufactured by double injection molding. First the hard material is injected, and then the malleable material, which is spread along all the contours of the silhouette. This characteristic has meant that we have had to find a solution to the problem that, if the logo were made up of closed geometries, as might be the case with the letter “D”, the space generated inside it (its counterform) would not be filled with the second injection.
The result has been to opt for open lettering in the construction of the logo, thus eliminating the need to add an extra operation to the production process, reducing manufacturing costs and avoiding waste of resources.
Imago
A subtle way of winking at Lindström.
As a starting point, the Lindström corporate icon has been combined with the iconic letter ‘E’ in the new visual identity to maintain a visual style that achieves a quick and consistent association.
Graphics for product
A variant of the product-specific graphic.
Edge is a brand born from Lindström. Interpreting it as the “result” of the background of its parent brand, it has played with the negative of its icon to introduce it in the texture design of the new sub-brand, a tribute to its creator.
Graphics for stationery and digital applications
Continue to transmit that ‘dimension’ between the letters ‘E’.
In order to make the most of the concept and to continue transmitting the “dimension” that defines the new Edge market niche, we have played with different elements built from the first and last letter ‘E’ of the word ‘EDGE’ to create a series of graphic solutions based on it.
CMF strategy
CMF is a treatment of colors, materials and finishes. In this case the color palette has been designed to accommodate a wide variety of needs and applications by optimizing appearance, with the use of sector-specific colors, ensuring a consistent product portfolio.
Working the chromatic range with a product approach allows to get the most out of the corporate identity. A CMF strategy has been developed that provides flexibility and guarantees a relationship between the different products in order to facilitate the expansion of the range and adaptation of the product to different scenarios.
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