Before its brand relaunch, almost
everything about Interpipe sounded
gray, dark, and metallic. A leading
manufacturer of steel pipe and wheels
in the emerging Eastern European
region of Ukraine, it had an identity
that spoke dimly of its origins during
the Communist era.
But the identity it carries today, courtesy of the Landor Asso-
ciates’ ofﬁ ce in Hamburg, Germany, provides a much different
experience. Dominated by yellow, its logo and accompanying
system are solid, bright, and deﬁ nitely part of the larger twenty-
ﬁ rst century world.
When it began working with Landor in 2006, Interpipe wanted to
leave behind the negative, old-fashioned image from its past and
connect with the larger, transparent world of Western-oriented econ-
omies. Its management wanted to portray values of modern global
corporations that reﬂ ect public interest, reliability, and security in the
steel industry and become a strong employer brand of choice.
The brand and logo design that Landor produced sprang from the
essence of the business itself: its products.
“The design reminds you of pipes or wheels as they interact
when they are stacked together. We materialized the passive
gap between the round-shaped products,” says creative director
These negative spaces—played out in white against vibrant yellow
circles—represent the human part of the company, the branding
expert explains. These are the employees and customers, with
their energy, ideas, and services. (Some also see the capital letter
I for Interpipe in the white shape.)
Blue (for sky) and yellow (for agriculture) are the national colors
of the Ukraine. So the use of yellow was an important link to the
company’s origins as it became a worldwide organization. But it
was not intended to be purely nation-centric. Instead, the warm,
energetic yellow was a real point of differentiation in Interpipe’s
Landor Associates, Hamburg, Germany
The trade show display and
printed piece demonstrate
how the use of yellow, natural
images, and plenty of white
space modernizes and human-
izes Interpipe’s very heavy,
metallic, and gray products.
ﬁ eld of competitors, in which most use blue, gray, or other cool
colors in their identities.
The designers selected and customized Daxline Pro for the Inter-
pipe word mark. It is bold and sturdy, a necessary support and
stable foundation for the logo that sits above it. The letterforms
have been rounded slightly to emphasize the round shapes in the
logo. The face was also chosen because it had a good Cyrillic cut,
still a rarity even today, Schönfeld says.
The photography used as part of the system is redolent with
images from nature. These form an excellent foil against which to
consider the client’s heavy, metallic product.
Ever since the new identity was put into motion, Landor has also
been working with the client’s employees to help them learn to
“speak and live” the brand.
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