CRISTAL, visual identity

Customer: LOHR

Area of intervention: Graphic design, visual identity.

LOHR is a French private group located close to Strasbourg in north-eastern France. For more than 50 years, it has been a specialist of the design, manufacture and marketing of goods transportation systems worldwide.

Upheavals in recent years have had a negative impact on its communications. Therefore, once the situation had improved it was time to clarify, harmonise and modernise them, beginning with its primary identifier, the logo, reinterpreting it so that it was both up to date and looking to the future. Nevertheless, the new logo was an evolution from its predecessor, not created from scratch. Reflecting the diversity of the company's activities, and respecting its traditional values, this logo is a solid affirmation of LOHR's position in its universe and expresses its new organisation and its new goals. The message communicated by the new identity is multi-faceted. It is imbued with the human values, quality and professionalism, as well as the desire to conquer, which are LOHR's fundamental principles.

The work carried out was part of a project to completely overhaul the company's visual identity, its activities, its subsidiaries, its sites, its product ranges and its pre

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