“Åhlens Strumpbyxa”, created by Designkontoret Silver, won a “Pentawards” 2011 Gold Award.

Designkontoret Silver is based in Stockholm. They present the following interesting message on their website:
“When you meet the promise-filled commercials and fluffy commercial messages, it is easy to get the idea that a large proportion of all brands have the ability to change our lives, as important as they are produced. But no!

In England, consumers perceive that only five percent of all brands have a positive impact on quality of life. While 95 percent not succeed in improving either the health, welfare, happiness and relationships with their customers. This is shown by a study in which Havas Media examines the meaningfulness of brands.

Department store chain Marks & Spencer was named England's most meaningful brand, thanks to its sustainability initiative "Plan A" . Investments during the tricks of the companies involved in food and retail, Sainsbury's, Unilever, Tesco, Walmart, March and Danone.

But the investigation showed mainly a hard truth - that brands rarely seen as particularly meaningful. If we now choose to be positive about this fiasco, there is an opportunity for the great crowd of "meaningless" company and all our brand communicators. It is time to broaden the concept of quality of life and begin to convey the product values that appeal to consumers both as citizens and as individuals”.

So far, so good. Now back to the design winner “Åhlens Strumpbyxa”. How does Lars Wallentin respond to this country fellow winner? Answer:

Lars Wallentin:

Great design is often unique and memorable, thanks to special effects and the well balanced layout (the golden section). My friends at Silver in Stockholm got it all right.

As it is a reliable product – the Åhlen brand can be small, but why not design a unique logotype?

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