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DEMAG S3 | Service Safety Solutions
As a logical consequence of decades of experience in industrial lifting, we close the gap between hook and load by developing the new S3 product range. S3 expands the Demag brand by a wide variety of services whilst staying within its core business. Without any gadgets, yet self-contained. S3 stands for Service, Safety and Solutions–generally comprehensible and appealing to recipients at all different levels. The inverted logo on blue background clearly distinguishes S3 from the general appearance, yet it relates to the family brand. Orange highlights important features, acts as an eye-catcher and conveys, as an element of design, a sophisticated message: according to EU standards, orange is the color for the most powerful textile lifting equipment. A distinctive look with –for this industry– unconventional elements has evolved in tight cooperation between art direction and client. In addition to naming and branding, the S3 identity includes sport exercises and 8 tons of admirable steel!
Client : Demag Cranes AG
Design : OLIVER CONRAD