DEL
Logo redesign and rebrand
- Client
- DEL
- With
- FUL Agency
- Year
- 2023
- Disciplines
- Art direction
- Brand identity
- The work
- Logo redesign
- New strapline
- Social and website
DEL, in Rosignano Marittimo, has been supplying fixings, materials and tools to tradespeople and businesses since 2013. With FUL Agency, I handled the rebrand: the old look was selling the company short.
The rivet moves up above the L
With the team at FUL Agency, the Florence agency that grew out of FUL Magazine, I took the existing logo as my starting point. I worked on the details: the proportions, the pictogram, the arrangement of the elements. I chose the Carbon typeface by looking at the old logo: every letter takes up the same width.
The rivet is what makes DEL recognisable, so I moved it above the L, where it becomes part of the new design and stays in view. I also rewrote the strapline: it used to be ‘Sistemi di fissaggio professionali’ (professional fixing systems), and now it reads ‘Soluzioni eccellenti, fissaggi perfetti’ (excellent solutions, perfect fixings).
The same mark on the website, social and catalogue
Then I rolled it out across every channel: business cards, the website header, Instagram posts and the catalogue. On every one of them, the mark is instantly recognisable.