Elevator's identity is modular - a system of typographic icons or logos. Repurposed from the ubiquitous icons found in elevators, the identity works like a set of legos where you can build anything from an airplane to a crane, and they are still legos.

With the Elevator system, combining various icons builds different messages, yet it's always Elevator. The concept was to look at corporate identity in an alternative way - not as one logo, but multiple logos with one thing in common - the elevator.