Ladler, a well-known designer, producer, and reseller of ice stocks for professionals and enthusiasts, has been in business since 1963. Ice stock, or Eisstockschießen in German, is a popular winter sport in southern Germany and Austria, similar to a cross between bocce ball and curling. Players slide their ice stocks across ice fields to land them closest to an objective. The sport uses special equipment consisting of a handle, soles with different friction levels, and a stick—the large round component, not the handle. Established by Erich Ladler, the company remains family-owned and operated, with the third generation continuing the tradition of handcrafting all items in Graz, Austria. Recently, the company unveiled a new brand that honors its history and dedication to excellence, created by local designer Lukas Diemling.
The former logo lacked personality and did not communicate the company’s unique qualities effectively. In an uninspired sans serif font, it was displayed in subdued red and gray. This may have responded to an earlier, highly stylized logo featuring a disproportionately large ice stock design, an exaggerated swoosh, and sharp serifs. That vintage pattern was almost too ornate, bordering on kitsch. The new logo, on the other hand, is an elegant and sophisticated update that skillfully incorporates the spirit of the product into the design.
The new logo subtly and playfully evokes the handle and ice stock through a clever reimagining of the initial “L.” By using a more curved top for the horizontal stroke and a smaller handle for the vertical stroke, the design avoids being overly literal, which could have resulted in an unduly basic logo. Instead, the “L” balances abstraction and representation, nodding to the product without sacrificing its sleek, contemporary design. The wordmark is based on Dinamo’s Ginto Nord typeface, which complements the logo’s design and is renowned for its sturdy and adaptable qualities.
The items inspired the new brand identity’s color scheme, combining vivid and sober hues. This color scheme gives the brand an authentic and unified sense by reflecting the finishes and materials of the ice stocks. These colors are used throughout all brand collateral to create a cohesive, instantly recognizable visual language.
The new brand heavily relies on photography to highlight the legacy and artistry of Ladler’s products. Realistic photos of the handcrafting process, the completed goods, and the activity of ice stockmaking bring the brand to life. These images connect the brand to its history and appeal to contemporary aesthetics. They emphasize the ice stocks’ fine craftsmanship and intricate details, further showcasing the brand’s dedication to quality.
The brand’s complete visual representation has also been redesigned. Using the Ginto Nord typeface, the typography is uncomplicated and clear, ensuring consistency and readability across all platforms. This choice of typeface keeps the brand professional and approachable while adding a touch of refinement. The design’s simplicity enables various applications, including online platforms, marketing materials, and product packaging.
Unveiling the new identity and logo represents a major advancement for Ladler. It brings the brand more in line with its goal of creating premium, handcrafted ice stocks while updating its look. The new identity’s flexible design allows it to adapt to various applications without sacrificing its strong and cohesive visual presence.
