“Perhaps the logo is not upside down, perhaps it is you who is upside down?”
Brand identity and debut lookbook for postmodern furniture design powerhouse, Steelotto, owned and run by Remy Cerritelli and Alexander Cummins.
In the forgiving light of postmodernism we were able to pose the question (above) seriously and challenge the definition of ‘upside down’. In this light we are able to put thought in to the notion that orientation of an object is based on both the orientation of the subject beholding it, along with their beliefs on what it means to be ‘the right way up’. Since postmodernism states that ‘truth’ is made by people, how can a person ever know what the truth is? Does it exist? People believe they know what the truth is but they will think that the truth is something different later. This is the opposite of ‘objectivity’ which states that there is only one ‘truth’.
By using modernist design sensibilities as the chosen voice for this continued exploration we were able to create a playful interaction which never takes itself too seriously but always poses the question.
This foundation paves the way for a surprising and unpredictable brand experience confined by a strict set of rules around not having any rules.