Innovative design for SEW-EURODRIVE

An advert was created to showcase the mining products supplied by SEW-EURODRIVE (Pty) Ltd. The inspiration for the design was consistent with the strict CI of the brand guide. The layout was inspired by the general aesthetic of the German advertising industry.

Here there is often a simple image used with a large amount of information regarding the topic of the advert. Although this trend has dominated German product design, the look has always remained modern and can be constantly adapted to the zeitgeist.

The addition of modern elements that can be seen by the almost mirror-like reflection for the product is a 20th century twist to the already iconic German design style. These little quirky details are often used to portray a more futuristic feel for the product, giving more depth and an ‘off-canvas’ feel. We are living in the age of virtual reality where flat imagery is now being adjusted to a full depth of perspective.

The Helvetica font that is used in the SEW-EURODRIVE (Pty) Ltd. CI and in this advert was created by Swiss typographers Max Miedinger and Eduard Hoffmann (Chapman, 2020). It is a sans-serif font created as a universally understood font style that could be easily interpreted by anyone. It is often found on public signage boards.

This particular layout started with the first Volkswagen Beetle advert, and has been a strong visual advertising medium ever since. It uses a smart one-liner that is easily understood and sometimes satirical in nature and thereby easily captivating.

  • YEAR 2020
  • WE DID Design