Corporate Design

Parador

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The company Parador elevates itself with a new corporate design conveying the high demands of a premium producer of exclusive flooring and wall designs. The multifaceted brand concept is established through a classically reduced logotype, sophisticated colouring in a warm brown tone against a black background, and pictures of upmarket living worlds. The expressive claim “living performance” was developed with the aim of addressing a target group of performance-oriented customers possessing a sense for quality and style. The integration of a slacker as a key visual serves to highlight the significance of the product “flooring” by its very absence.

Credits
  • Client:
    Parador GmbH & Co. KG, Coesfeld
  • Design:
    Martin et Karczinski GmbH, Munich
  • creative direction:
    Peter Martin
  • art direction:
    Marcus-Florian Kruse, Patrick Wachner
  • graphic design:
    Christina Bee, Martin Buck, Holger Königsdörfer
  • text:
    Wolfgang Wirsching
  • photography:
    Thomas Popinger