The message comes across through clarity.
The InnoTrans railway transportation engineering & technology fair periodically takes place in Berlin. It is considered one of Germany’s top technology fairs, exhibiting new and innovative components, vehicles as well as complete railway systems by the industry leaders and newcomers from around the globe. It’s the place where manufacturers, geologists, engineers, scientists, researchers, consultants and other specialists exchange their knowledge and conduct large-scale business transactions, basically working out the ground rules for our future on rails.
Sadly though only a few corporate (or product-line) identities left a particularly good or lasting impression. Like in many fields and industries, today’s look & feel of things is determined by factors such as trying to please as many customers as possible. Luckily “Cargo”, where function and clarity still rule over lukewarm compromises, offered some beautiful arrangements. Stinkingly, all areas and industries where distinctness is essential for a frictionless work-flow, the overall design as well as details such as the choice of typography, reflect and serve this need.