Empowered by Lightness
Lightness, elegance, precision: Silhouette eyewear impresses with its innovative and technically sophisticated product design. Thanks to clear guidelines, the same standards now also apply to the brand design – static, moving and interactive.
Upward-striving transitions and movements in the typography convey lightness. Sweeping panels convey power. This creates a kinetic branding that runs through all digital applications.
The placement of the logo, claim and texts give the images enough space: with the “Rimless Frame Grid”, there is a clear set of design principles that helps to apply all content uniformly in different media and formats.
Silhouette
2024
Einzelhandel
Fashion
Brand Narrative
Brand Design
Dominik Langegger
(Project Lead, Art Direction)
Florian Riedlsperger
(Graphic Design)
Saskia Ritter-Höntzsch
(Brand Narrative)
Sergej Ritter-Höntzsch
(Brand Narrative)
Kristin Calkins
(Text)
Matthias de Cillia
(Animation)
Aleksandra Garbarczyk
(Product Photography)
The Gaabs
(Campagne, Photography)
The kinetic principles can be applied to all elements: the logo animation appears light and powerful at the same time. The word mark was not changed, but the animation gives it a modern upgrade.
Silhouette eyewear is characterized by a clear principle: there are no hard edges in the product design. This special feature in the lines inspired the visual language of the product shots. Constructivist-looking image compositions create a subtle connection to the brand’s founding period. The graphic representation also emphasizes the unique features of the products.
The “Rimless Grid” system helps to define a universal relationship between logo, claim and medium. This facilitates the consistent creation of assets by Silhouette’s global partners.
The “S” from the brand name has been technically revised for better use in small formats. It is now much slimmer without being noticeably different from the word mark.
