‘Company that spreads the joy of foil’ — that’s how the studio called Foilco in their project description. Indeed, the infinite amount of cosmic colors and shades are hidden in the foil folds. How to present something which is already astounding itself? Here’s the hint: stacked rolls of foil turned into the new logo concept.
Award-winning company Foilco supplies with eight different types of foil — from the simplest golden and silver ones to some extraordinary holographic pieces. This was a starting point for Studio DBD to begin building the rebranding with a new logo around. Then the foil rolls became the center of attention: to be more precise their ‘O’ shape in different sizes. Symbolic meaning has stricken the creators with a flow of concepts they could pull out of it like in a Russian doll. The circles resembled lines inside of a wooden trunk, standing for the lifespan of a tree. Thereafter, long-living trees are a symbol of stability and experience — Foilco has been working in the industry for 30 years.
Do you remember that the company produces 8 foil types? And here’s the place where the circle shape appears again! The final touch in this succession of perfect matches is the additional meaning for number eight which is the ‘infinity’… the infinity of foil colors you can get from this incredible supplier!
Do you feel like unfolding the conspiracy theory yet? Let me add one more detail before it gets too complicated. Company sticks to eight key-aspects with the letter ‘O’: Knowledge, Discovery, Possibility, Inspiration, Innovation, Conduct, Process and Responsibility. You know where this is going 🙂 Finally, it’s all reflected in the new logo itself: a flared octagon with ‘F’ inside. Simple, mathematical and clean: just what a proper logo should be.
In order to enhance the effect to its greatest extent, Studio DBD has crafted a unique and bold typeface, reflecting the movement of foil. It was decided to call the font Pamela (in honor of the founder’s mother) and I must say, it’s something extremely unusual! It has everything in it: contrasting sans, serif, with slab elements in it. Festivity of a loud design statement!