The Berlin Gasworks Company, GASAG, is sporting a new identity designed by Berlin designers Marcus Keichel and Jens-Ole Kracht. GASAG, recently privatised, is one of the largest of Europe’s gas suppliers.
The typography-led identity is driven by the need to express the company’s objective of achieving a solid commercial foundation, says Kracht, alongside opening up its internal structure.
Kracht and Keichel, who have launched a consultancy called Diformer, introduced tapering letters and generous spacing in order to convey these aims.
The new logotype is combined with various additions to signify certain operations. Kracht says: “In this way a system of readily identifiable and easily memorised signs arose.”
The two designers, graduates from the Academy of Fine Arts in Berlin in 1993, have created a corporate handbook to accompany the identity.