The cosmetic intervention primarily addressed the PAPSTAR logo lettering. According to internal research, this dates back to the early 1970s and can be attributed to a local advertising design company not far from the company's headquarters in Kall-Sistig, Germany (www.papstar-storyteller.de/zeitreise). Over a period of five decades, the logo lettering has never been professionally digitised or has been digitised only inadequately. A straightening of ongoing design inaccuracies as well as an adaptation to today's standards was thus long overdue.

A new form of sustainability

By fine-tuning the typographic and compositional basic elements, an overall harmonisation of the typeface-image composition was not only achieved, but also created the prerequisite for an optimal application and presentation in online and offline media. "In the course of implementation, it quickly became apparent that, in addition to the logo lettering, the accompanying floral signet also needed to be standardised and adjusted," says Martin Wojtowicz, graphic designer and co-managing director of uspect GmbH, Agentur für Markenkommunikation (Euskirchen). "We placed great value on giving the floral meaning more contour in order to do justice to PAPSTAR's holistic sustainability claim ‑ true to the brand promise: Naturally sustainable!"

Less is more

While the changes may seem minimal, the redesign represents a significant improvement in day-to-day handling and will ensure a consistent PAPSTAR brand image in the future. The adjusted logo, which will come into use from 3 April 2022, is available in three variants: single-line, two-line

with flower as well as two-line (with flower) within the familiar wave.