iF Design - SP50 - BORN INTEGRATED

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Logo and communication campaign

Serviceplan Group

In 2020, Europe's largest, partner-led agency group celebrated its 50th anniversary. When the agency was founded in 1970, the so called "Serviceplan" represented a visionary approach: integrated, holistic communication solutions. How can the leitmotif of integration become the central theme of the anniversary, involving 4,317 employees at 24 locations worldwide, partners and friends of the company? We created a SP50 logo as an homage to the logo from the 1970s. Afterwards, we projected the logo onto an arrangement of all communication measures for 2020. Through this unseen execution, each element received its individual share of the whole.

iF Gold Statement

Serviceplan celebrates its 50th anniversary with a rousing roadtrip of all-encompassing black and white typo-based branding. The bold and simple stripes from the original logo move forward and build up to an immensely flexible brand system. This modern hommage literally touches everything in the agency - a brilliant idea, excellently executed.

Client / Manufacturer