Change is the only constant

Freddi Jaggi & Gottschalk+Ash's 1973 logo for Claude Neon.

Claude Neon was founded in 1904 as E. L. Ruddy & Co. and operated as a outdoor advertising company in Canada. In its early years the company made wood signs, and expanded into large format electrical neon signs and billboards for large corporations and retail following World War II. After the consolidation of subsidiaries in the early 1970s, which would bring these under the name Claude Neon, Toronto-based design studio Gottschalk+Ash, under the the direction of Stuart Ash, were brought in to develop a new logo and corporate identity that would befitting the company and new era.

Reflecting on the company's business of outdoor advertising, which would change often and need to catch the eye, as well as the general “character of the reorganised company”, it was decided that Claude Neon's new corporate identity should be developed around the theme of ‘variations’ and the notion that “change is the only constant”.

Continue reading to see how designer Freddit Jager devised the new Claude Neon logo and in conjunction with colour and pattern, Gottschalk+Ash were able to bring to life.