In constant motion
Heinz Waibl's 1981 logo for Italian fodder manufacturer Sildamin.
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Growing competition in the agricultural feed market of Northern Italy moved manufacturer Sildamin to advance both its communications policy and its corporate image in the early part of the 1980s.
Material deliveries via trucks and tankers throughout the region became a strategic aspect of this. A distinctive logo design and cohesive visual policy was seen as a viable channel, under-utilised at the time, in which to maximise the brand’s visibility on the road as these agricultural materials were transported to clients scatted throughout the countryside.
A key element of the new corporate image was the design of a new logo. For this, Sildamin commissioned the renowned Italian designer Heinz Waibl.
The logo was developed from an original idea to use a dynamic "S" to convey "constant movement, research and development in the field of agricultural feed-related products”.
The design process included a study of rhythmically and mechanically repeating forms. From this, the structure of an S, created by cutting two diagonal lines from a tall rectangle, evolved into a radial series until these became a single form. The repetition of the ‘S’ took on a number of interpretations; from a mill to a moving wheel, and conveyed a sense of continuous ‘evolution’ and ‘dynamism’.
The new logo was applied at scale to Sildamin’s delivery vehicles and storage vessels, and used alongside a lowercase logotype and Helvetica, a readily available typeface at the time. A bright blue on white maximised the dynamic shape impression of the logo using contrast and in relation to the surfaces it was applied to. This was used to great effect when used large across white feed bags. In motion on the road or static across large silos, the logo would develop recognition and achieve memorability over time and make the use of the fleet, turning these into mobile billboards as they traversed the countryside.
In 2003, industrial agricultural producer Cargill, expanding its operations, acquired the Agribrands Europe Italia S.p.A. feed business. This included the Purina and Sildamin feed brands. Sildamin’s products would be folded under Cargill and Heinz Waibl’s logo and corporate identity would be retired.
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