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New Logo and Identity for DIN by Kleiner und Bold
 

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Noted Nov. 21, 2014 by Armin

Industry / Corporate Tags /

About

(Est. 1917) “Deutsches Institut für Normung e.V. (DIN; in English, the German Institute for Standardization) is the German national organization for standardization and is the German ISO member body. DIN is a Registered German Association (e.V.) headquartered in Berlin. There are currently around thirty thousand DIN Standards, covering nearly every field of technology.” (Wikipedia)

(For example, DIN 25449 sets the standards for design and construction of concrete components in nuclear facilities, and DIN 1451 is the standard for typography used in transportation and administrative documents of the German Government, as established in 1936.)

Design by

Kleiner und Bold GmbH (Berlin)

Related links

Kleiner und Bold project page

Relevant quote
"Almost everyone is familiar with the German Institute for Standardization. On the job or at home, we encounter standardized products and services every day. However, the world is more than DIN A4. Based on newly developed positioning, the CD of DIN was updated. A strong key visual was created that brings together the full spectrum of dynamic market needs under one umbrella. It was developed based on the principle of surface division and inspired by the rules of the Fibonacci sequence.“

Provided text

Images (opinion after)
New Logo and Identity for DIN by Kleiner und Bold
The Fibonacci sequence and the international paper size diagram as sources of structure.
New Logo and Identity for DIN by Kleiner und Bold
The grid’s usage and possible orientations.
New Logo and Identity for DIN by Kleiner und Bold
The grid applied to brochures.
New Logo and Identity for DIN by Kleiner und Bold
The grid on multiple items.
New Logo and Identity for DIN by Kleiner und Bold
The grid, many times, on a picture.
Opinion

While the logo remains nearly the same — the "D" has been condensed a little (making a surprisingly big difference) and the lines have been thickened — the story here is about the identity around, literally, the logo. Hinting at the ISO A paper standards and the Fibonacci sequence the identity introduces an adaptable grid that always makes sure you notice the logo and establishes a recognizable visual system for all of DIN's corporate materials. Perhaps it straddles the fine line between simple and boring but the notion of a highly standardized grid seems perfect for the organization and I really like adaptability and rigor it balances.

Thanks to Corporate Identity Portal for the tip.

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