Thursday, October 24, 2019

StepStone steps away from dot-com stones

StepStone is a recruitment company based in Germany and active in most European countries. Towards the end of 2018, they introduced a refreshed identity. This is one of those cases where the story behind previous logo is more interesting than the new one.

StepStone was originally founded in 1996 in Norway as JobShop, but quickly gained significant investments in the dot-com boom and relaunched itself in spectacular fashion in 1999 as StepStone. The new name and corporate identity was developed by Landor Associates and was typical of new company launches at the time with an aspirational name and a logo featuring three-dimensional stone suspended mid-air. It was accompanied by a huge advertising campaign and an IPO some months after that.

StepStone survived the dot-com crash, but was acquired by Axel Springer in 2009. The floating stones remained, but were eventually turned monochrome.

The new version reduces the number of stones and introduces a less "professional" typeface. I don't expect a credit on this one.

Landor's original 1999 StepStone logo.

Later monochrome version used until the end of 2018.

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