Open issue 01 (en)

www.prodir.com

The Prodir Magazine Issue 01, 2015

Who am I? And if I am who I think I am, how can I be myself?

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OPEN TOUCHLet the touch do the talking

OPEN MINDOn being Swiss

S W ISS OPENLike a perfect tennis court at Wimbledon, with a tuft of grass sticking out

OPEN SECRE T SThe new DS9

OPEN A IRCome on,jump!

OPEN CHA R AC TERSWho do you want to be?

OPEN UPAm I how I write,Mr Netter?

OPEN BOXWhen it comes to writing, we all have our very personal preferences

OPEN A RMSQuiet is the new loud

OPEN FAC TORYThese people bring your logo onto the pen

OPEN MIXMix it till it feels good

OPEN PENSWriting instruments

OPEN ENDA little bit longer, please

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INDE X

When asked what she loves so much about writing, the author Cornelia Funke once responded “Cornelia is suddenly so many characters at once”. She relishes the opportunity to think herself into new figures time and again.

We at Prodir are also somewhat familiar with this feeling. When you tell your stories with our pens, they themselves become players in your story. They tell of your brand, your products and your projects, your colours and materials (p. 11–17), your values and visions. We not only watch you implement your ideas, but also do our utmost to constantly provide you with new options to tell your stories in a credible way.

Therefore, we at Prodir, are also many different things at once – and yet always Prodir. That is the common theme running through this first issue of our new magazine Open.

In all of the stories that you tell with our pens there is also a part of us - and we take meticulous care in attending to this part (p. 2 ). This is also built into the genetic code shared by the new DS9 and the other members of the Prodir product family. Indeed, this DNA is something which designer Christoph Schnug very consciously draws on (p. 8). Two sentences in particular caught my eye when reading his interview.

“Good products,” he says, “have a soul”. And it is precisely this soul which we attempt to integrate into our products, ensuring that your stories touch those

they are intended for. Moreover, “beautiful things”, says Christoph Schnug, “do not cry out for attention.” They catch it all by themselves.

This concept ties in with the analysis of Laura Bazzali (p. 46), who anticipates a trend towards a more under-stated approach in the personalisation of advertising media: if everyone and everything gets loud, in the end people pay attention to the quiet things. Without clear values nothing is possible, and the same also applies to sustainability (p. 36).

The new Open features all of this and much more besides. Happy reading!

Warm regards from Ticino,

Eckhard SohnsMarketing Director

[email protected]

open.prodir.com prodir.com

PS: Don’t forget to take part in both of our competi-tions! Maybe you find out something about yourself through a handwriting analysis (p. 34/35) or you can experience the beautiful landscape in our home region of southern Switzerland as part of a canyoning tour in Ticino.

Dear Reader

The Prodir Magazine / OPENING

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On being Swiss

However, we gave birth to Dadaism and created LSD. Le Corbusier was Swiss, Jean Luc Godard and Roger Federer still are. We invented nude hiking, the Alpine horn and “Schwingen” (so-called Swiss wrestling). Even the Internet (yes, Google, even the Internet!) was thought up by someone in Switzerland.

Quite a fertile land for ideas then, and not just for our 700,000 dairy cows.

Essentially, we are a mixture of anarchists, nerds and “Heidis” – and apparently successful at it, too. The Global Innovation Index has listed Switzerland among the world’s

leading nations for a number of years, including once again in 2014. Nevertheless, we still appear a little “smaller” than other countries. And because the best way to make light of a difference is to make it into a strength, “less is more” has become something akin to our national motto. It is as much a part of being Swiss as the Matterhorn or the summertime traffic jams at the entrance to the Gotthard tunnel.

As we have no natural resources, we have to make more out of less. We have little choice in the matter. Our resources are our minds and hands, and we use them on long winter nights in isolated mountain chalets, where there is nothing to do other than think for hours, come up with ideas or perfect the construction of small gadgets, such as watches, for example.

Enter the word “Switzerland” into Google and then type “bor”. Its search engine will automatically suggest “-ing” to complete your search term. Not “bor-der” or “bor-n” but “bor-ing” – algorithmically legitimised. So that is what Google and the rest of the world think of us.

Anything but boring / part 1―

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OPEN BOOK

Diccon Bewes, Swiss Watching: Inside the Land of Milk and Money, 2012

Or take our chocolate. It is typically Swiss, despite the country not producing the main ingredient, namely cocoa powder. Milk, however, is one of the few things that we do have in abundance. When mixed with bitter cocoa powder, it becomes that sweet chocolate product that everyone enjoys indulging in: milk chocolate. We simply love combining things in new and original ways. That is our secret. Mustard is another example. On one of those long winter nights, a Swiss entrepreneur came up with the ingenious idea of packing mustard in a tube. This was unheard of at the time, but seemed like an incredibly practical idea. So Mr Thomi

produced it and the rest is history. Pens are another case in point. We at Prodir believed that we could combine three simple things in order to produce effective pens: good design, good and replaceable refills and a good price.

It sounds as simple as mustard in a tube, but someone always has to first have the spark of inspiration. By the way, sugar cubes are another typically Swiss invention. We don’t have any sugar cane, but we had the great idea of giving sugar the perfect shape.

People who have learned to live with scarce resources pay great attention to functionali-ty, and they also tend to produce things that last a long time. For us, these qualities belong together. That is why we were

already minimalists long before anyone thought that form has to follow function and that the focus should be placed on the essentials. As we have not only lived within but also from nature for centuries, taking an environmentally-friendly approach is also in our blood. We don’t throw anything away that can be reused, which is why we are the world champions when it comes to recycling. “Reduce to the Max” also applies here.

Back to our creative streak of combining things in innovative ways – this also applies to our mentality to a certain extent.

We combine courage and precision like nobody else. We all know the story: a father called William Tell placed an arrow in his cross-bow and used it to shoot an apple from his son’s head. To Tell’s credit, he had good reasons to risk his son’s life, plus he believed that he could rely on his own self-made cross-bow. This primal scene aptly epitomizes how the Swiss blend courage and precision.

The Swiss may be a lot of things, but boring is not one of them.

The Prodir Magazine / OPEN MIND

Have a look at our video on:www.beingswiss.prodir.com

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Push ball penRefillable

Surface mixMatt casing + polished clip/push buttonFrosted casing + transparent clip/push button

DS9. The new Prodir

Classic and individual―

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ds9.prodir.com

A pen that dynamically changes its shape – with the round-ed tip gradually evolving into the oval shape of the push button. The clip and push button always have a different surface to the casing of the pen. Its intentionally classical design is slightly ironically broken up by the asymmetrical connection between clip and cap.

Colours20 exclusive standard colours6 frosted, 14 mattfrom Cement grey to Sunset orange,PMS colours for orders of 10,000 pens and over

Writing systemLong-lasting Floating Ball® jumbo refills

The Prodir Magazine / OPEN SECRE T S

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ds9.prodir.com

It appears new and different from every angle. And that is something you can feel every time you pick it up. DS9 – the new Prodir.


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OptionSatin finish metal nose cone

OptionPush button: Mix & Match surfaces and colours

Personalisation4 print areasGenerously-sized, flat print area forup to 5 colours imprint on the clip


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8 Because good products have a soul―

Christoph Schnug has made a decisive contribution to shaping the DNA of Prodir pens. The desk in his office is covered in sketches of the new DS9. He belongs to a generation of designers who learned their craft without computers. At least to begin with. That perhaps explains the classical sim-plicity of his designs, always clear and direct.

Like a perfect tennis court at Wimbledon, with a tuft of grass

sticking out

Mr Schnug, how do you characterise the Prodir DNA?Christoph Schnug: The DNA is the list of ingredients or the formula that all Prodir products have in common. They offer something new time and again with surprising compositions and yet remain recognisable. It is precisely this that sets Prodir apart from other providers. We consciously focused on our DNA when we started work on the DS9. As a common denominator, it consists of circles, ovals, ellipses, squares, triangles and simple lines. These elements comprise the DNA’s visual language.

And how is this DNA integrated into the new DS9?The oval and circle are the main shapes we use in the DS9. Its casing shape evolves gradually from round

to oval. This elegant change in the shape is also evident when you hold the pen in your hand. The DS9 is an almost geometric pen, which also offers details to “break up” this stringent design: take, for example, the asymmetry of the connection between the clip and body, and the change in surface from shiny polished to matt. A “disruptive element” is often the detail that makes a design so effective. It is a feature thatattracts the eye momentarily. A little like a perfect tennis court at Wimble-don with a tuft of grass protruding, which is exactly what makes it so beautiful.

One feature that immediately catches the eye is its striking clip.There are lots of details to discover. It is rather exciting to pick up the

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Wimbledon or asymmetry as original:

By the way, the real Mr Schnug is the asymmetrical man in the middle.

The Prodir Magazine / S W ISS OPEN

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www.studiocmilano.com

DS9 and turn it in your hand, taking a moment to carefully take in the various angles. The clip is one of the dominant elements on every pen. In the case of the DS9, it offers a fantastic printing surface. It is flat on top and has a symmetrical, oval shape. The push button is also oval, and if it is produced in a different colour, two-colour logos can be very effectively presented. It allows a great deal of scope for creativity.

The colour range of the DS9 also has a character all of its own.We specifically selected colours that match the pen. This is not a case of “one scale fits all”, but instead, a “carefully selected melody” very much in tune with the writing instrument. The palette includes 20 colour tones, including “material-like” colours such as Forest green, Denim blue, Leather or Cement grey, as well as highly emotional colours like Sunset orange and Sky blue. Complete, yet individual.

What reaction do you expect from someone who picks up the DS9 for the first time?This might surprise you. I hope that he or she thinks: “I know this from somewhere; I have seen this before haven’t I?” If this is the case, the product has a soul. It means that the product is accepted, similar to a person you have never seen before but think you recognise – it is a way of effortlessly creating trust. This is something we attempt to achieve in all our products, with experience, time and meticulous attention to detail.

What do you believe the DS9 has to do to be an effective communication tool? There should not be any gap bet-

Christoph Schnug (49) is a product and graphic designer, and owner of Studio C in Milan. In addition to the CD and communication elements, he has also designed the models DS2, DS4, DS5, DS6, DS7 and DS8 for Prodir. The new DS9 also comes from his drawing board. His work in communication and product design has been recognised with numerous international awards.

ween the brand values and the actual writing experience. This applies on all levels – visually, haptically and functionally as a ballpoint pen. This is only possible if the pen embodies the quality of the brand itself. It is with this in mind that we created it.

Have we overlooked anything?Yes, one more point is important to me. In addition to everything I have already said, Prodir products all have one thing in common: they are simply beautiful. And beautiful things do not cry out for attention.

Thank you for your time, Mr Schnug.

–Beautiful things do not cry out for attention.

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The Prodir Magazine / S W ISS OPEN

New DS9

Forest, health, nature, garden, food and the environment

– are these your topics?

What colour am I ?

Then Forest is your colour. A warm, natural, calming green. New and only for the DS9.

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What colour am I ?

Architecture, construction, design, cement, sand, stone and earth


Then Concrete grey is your colour. A high-quality medium grey. New and only for the DS9.

The Prodir Magazine / OPEN HOUSE S

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Travel, freedom, creativity, overcoming boundaries, longing and wanderlust


What colour am I ?

Then Sky blue is your colour. A heavenly blue. New and only for the DS9.

The Prodir Magazine / OPEN SK IE S

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What colour am I ?

Tradition, crafts, shoes, furniture, fashion, bags or riding


Then Leather is your colour. A warm, light leather beige. New and only for the DS9.

The Prodir Magazine / OPEN SHOE S

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ds9.prodir.com

Then Sunset orange is your colour. A glowing, striking orange. New and only for the DS9.

Powerful emotions, cosmetics, women, courage and fashion


What colour am I ?

The Prodir Magazine / OPEN HE A R T S

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Sunset Orange

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ds9.prodir.com

the injection-moulding machine since the colour’s granules are too sensitive to survive undam-aged when heated to 240 degrees for the normal duration. The head of our research department calls this thermostability. And because difficult problems are also often interesting ones, they tried everything until they succeeded. To say “it wouldn’t work”, just wouldn’t work for them.

7. Prodir Marketing thought the development engineers were so passionate because they had grown up watching the TV series Baywatch. Do you remember? The lifeguards’ swimsuits and the buoys were orange.

8. These are the reasons why we’re Sunset Orange in 2015. It simply tells a bit of our story – maybe yours too?

0. First of all because it’s an amazingly strong colour (which doesn’t actually count as a full point because we have other colours that are amazingly strong, too, that’s why it’s point 0).

1. Sunset Orange is one colour of the new DS9.

2. Orange is Orange, because Oranges are. It’s one of the few colours that takes its name from something that really exists.

3. That is to say: What you are is what you get! Just as a fruit turns into a colour and then into a writing instrument, so will your brand become a colour and a ballpoint pen.

4. The word Sunset in front of Orange stands for emotion and heightened awareness – but also for calmness and relaxation.

5. We can recognize ourselves in all of this. After all, Orange is the colour of communication and nutritionally speaking, it stimulates your appetite.

6. This also means the appetite of the men and women in the research department who made it possible to achieve what at first appeared to be impossible. For them Sunset Orange was a true challenge, at least at the beginning and especially the clip. Because in order to produce the DS9 in Sunset Orange, modifications had to be made to

Why Sunset Orange is our Colour of the Year

The Prodir Magazine / OPEN OR A NGE

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Photo: Andy Busslinger

Anything but boring / part 2 ―

Neither New Zealand nor the Pyrenees – Ticino is the canyoning paradise in Europe. With over 40 canyoning routes in wild nature and within a relatively small area, there is something for every-one here, even for beginners.

Canyoning in the gorge of Boggera above Cresciano, Ticino

Come on, jump!

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Photo: Andy BusslingerWhat makes Ticino special is not the mere quantity of canyons, it is their quality. The steep terrain and abundant rain create perfect conditions for the formation of can-yons. For eons water has cut down through thick layers of gneiss and granite to form narrow gorges with waterfalls

and deep pools: the perfect canyoning terrain. Since the valleys are mostly bedrock with very little soil, the water stays crystal-clear. The moist canyon environment is the perfect habitat for moss, ferns, and other “tropical” plants; it makes you think you’re in a rainforest and not in Switzerland.Canyon-tours are available all over the

world, but what makes them outstanding in Ticino – apart from its beauty and variety – are its “dynamic” canyons. In other places canyoning is often nothing but abseiling. There are few jumps and slides. Ticino is much more diverse. Its clear waters and deep pools invite sliding. Naturally, for all of those who love to abseil or are scared of jumping and sliding, there are tours available featuring mostly abseiling. In Ticino everyone finds the kind of canyoning that they like best.

The Prodir Magazine / OPEN A IR

Zürich

Milano

Cresciano

OPEN BOOK

Anna und Luca Nizzola,Eldorado Ticino. The best collections of canyons in South Switzerland, 2010

Photo: Andy Busslinger

“Canyoning: descending rough mountain

streams. Obstacles on the way are natural chutes, pools

and waterfalls to be overcome by jumping,

sliding or climbing.”

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eium evernam quae. Us rectur, sitatur assuntur, ut quam quis simus dis reperferum as elignis abo. Itasimp orporest, soluptas endelentotam est adit atiostota aut et landias pernam iunturis acepero

Photo: Zachary Browning

EQUIPMENT

Canyoning seems like an “extreme” sport, but it is quite safe when done with trained tour-guides and the right equipment. The small team of SwissChallenge in Cresciano has been guiding groups through Ticino’s canyons for 14 years; they are certified with the label “Safety in Adventures”. SwissChallenge’s house canyon is the Boggera Gorge, a sunny fun-canyon with exceptionally beautiful rock formations bristled with several abseiling places of no more than 22 meters and many chutes and jumps into emerald green water of up to 10 meters. Where to stay? Ostello Cresciano is the perfect place to spend the night.

www.canyoningtessin.ch www.ostello-cresciano.com

You can win a familiarization tour for 2 in the contest on page 29.

The Prodir Magazine / OPEN A IR

5mm neoprene „Farmer John“5mm neoprene jacketsafety tether (or „cow‘s tails“)climbing helmetlocking carabinersfigure-of-eight descenderneoprene sockscanyoning shoescanyoning harness

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Grab a ballpoint pen and see what you come up with.

The Prodir Magazine / OPEN SPACE

Play your cards well―

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Harry LewisOwner(no card)

25Telling stories―

Who do you want

to be?Our writing instruments always tell short stories. Usually those of brands, companies or products. But they also take on other roles. Just like in a good portrait sketch, a few features are enough to bring out the key characteristics.

Completely individual and recognisable.

Take a look for yourself.

OPEN BOOK Paul Arden, It’s not how good you are, it’s how good you want to be, 2003

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S4

The English singer with a phenomenal soul voice and beehive hairdo

The Prodir Magazine / OPEN CHA R AC TER

Who do you want to be?

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DS3

the American sex symbol who sang Happy Birthday for the president?

or


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The man who always just hides away in 43 million books



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DS5

?the girl who should have hidden better to avoid being eaten?

Which heroin is represented by this pen?

Guess correctly and win a fairy-tale (!) canyoning tour for two with the SwissChallenge team in Ticino.

To take part, visit open.prodir.com before 30th March and guess who is represented here.All you need is a little courage, no fear of heights, a minimum age of 18 and basic knowledge of fairy tales.


or

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The elegant Parisian fashion guru, grey and black with glasses



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DS9

the eternal revolutionary with a red heart and green suit?


or

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S8 |

DS4



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The whistling astromech droid who nobody understands but can do everything

orthe polite droid for protocol issues, who looks much better than his partner but is sometimes also a little irritating?

The illustrations are by Spanish Studio Hey. This office for graphic design and visual communication based in Barcelona loves geometric shapes, colours and direct typography. “Every-hey” is a personal project in which an icon of international pop culture is posted on Instagram every day.


34 My handwriting―

Am I how I write,Mr Netter?

Olivier Netter says that a person’s handwriting reveals a lot about the psychology of an individual. He is one of Germany’s leading graphologists. Handwriting is like the print-off of a seismograph - and sometimes small earthquakes can be recognised before they come to the surface.

Perhaps a little.

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What about my hand-writing, Mr Netter?

The way we write is always dependent on how we feel in that moment – whether we are writing for ourselves or someone else, whether we are stressed or generally happy, whether we make an effort or just scribble something down. According to graphologist Olivier Netter, our handwriting is as changeable as the clothes we wear, but only to a cer-tain degree. He says that handwriting also provides insights into an individual’s personality. Features such as the height of the text, the links between letters, the regularity or loops on specific letters are often overestimated in their impor-tance by laypeople. “It is less about the individual features and more about the overall impression. This provides clues as to the vitality and general condition of the person writing. The process of writing is like performing on stage, it is something we have to conquer first. The empty space and blank sheet confront us with our inhibitions, our standards and our vital energies which we either con-trol effectively or which cause us problems – or may even betray us.” Netter draws his conclu-sions from this overall impression: Is the writer sociable or introverted? Chaotic, structured or both? Creative, enthusiastic or phlegmatic? A team player or a “lone wolf ”? In job application situations, it is not uncommon for handwriting anal-yses to contribute to the success or failure of a candidate. Given this fact, shouldn’t it be expected that candidates attempt to inte-grate certain personality traits into their handwriting? “If you can succeed in fooling people in everyday life, you can also do so in your handwriting. However, this hand-writing often has something empty or mask-like about it. You can see relatively quickly that it is not authentic.” There is a similar phenomenon among people with signif-icant problems: “Some have chaotic handwriting, while others produce writing so perfect that it immediately catches the eye. This is a kind of ‘over-perfection’ which a writer hides behind, and a graphologist can develop a feel for identifying this.” In his analyses for HR selection processes, Netter pri-marily identifies personality traits, but the seismograph also sometimes turns up something completely different. “We can also recognise burn-out or a similar temporary overexertion and limitation. These are, however, clearly differentiated from the permanent character traits of a candidate, particularly if the candidate fits the required profile.”

Curious? Apply at

open.prodir.com

by 30 March 2015, and be in with a chance of winning one of three vouchers for a handwriting analysis.

The winners will be informed by us in writing. All winners also receive a DS8 Writer’s Box, so they can provide an effective sample text with our best writing system, the new TechGlide® refill. Graphologist Olivier Netter will personally inform the winners about what form the sample text should take and where to send it, thereby ensuring confi-dentiality.

Olivier Netter (59) is a member of the German Certified Graphology Association and has a practice for handwriting psychology and psycho-therapy in Berlin. Furthermore is a member of the academic advisory board at the European Society of Handwriting Psychology EGS in Zurich. Contact: [email protected]

The Prodir Magazine / OPEN UP

36 How would you like it?―

A little bitlonger, please

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Photo: Aline d’Auria

The Prodir Magazine / OPEN END

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Mr Dreher, how important is sustainability at Prodir?Manfred Dreher: Very important indeed. However, it must be said that every provider would claim the same. Given its strong significance, the term has become a common-place.

What sets Prodir apart from the others?We offer a convincing concept, and also include products made of biode-gradable or recycled materials in the portfolio. But what is more impor-tant is that all our products embody key sustainability features.

What is this concept exactly? Our approach, our way of thinking always starts with the product benefits. High acceptance, perfect functionality and long lifespans not only make a ballpoint an effective advertising medium, but also an environmentally-friendly one. These factors belong together. We develop pens which people like and which they can use to write comfortably for a long period of time. For us, good design is not a question of good taste. Aesthetics, ergonomics and functionality also play decisive roles in deciding how long ballpoint pens are used for. The longevity of designs and materials is an impor-tant principle for Prodir – you only have to think of classic models like the DS3, which we have been producing since the 1980s and which is still as contemporary today as it was then. An icon. Is longevity the same as sustainability?Without longevity there is no

Longevity is the key. It substantially improves the acceptance and effectiveness of a branded ballpoint. It ensures that it remains in use, goes from hand to hand among users multiple times and sometimes ends up in collections. Manfred Dreher, Managing Director of the German Prodir branch office, on the sustainability of pens which not only write but also communicate.

Manfred Dreher (49) has headed the German branch office of Prodir in Kastellaun for 20 years.

sustainability – that is our message. It flows into every one of our products without us feeling the need to print it on its side. Another aspect also plays a key role: the quality of the writing system. To ensure that people use and enjoy writing with our pens for a long time, we fit them with excellent refill technology. We are often innovative in this respect – take our Floating Ball refills, for instance. If the refill cartridge runs out, it can always be replaced in all models. This makes a key contri-bution to sustainability. But to ensure that this really works out this way, people have to appreciate the ball-point. They must want to continue to use it after the refill runs out, and that brings us back to what I just said. Sustainability is always con-nected to the acceptance of the product from the user’s point of view.

But production cannot be excluded.I agree. Part of our concept is that we produce at two locations in Switzerland – in Lamone and Novazzano. We produce in a verti-cally-integrated way. This has become a very rare approach nowadays, with most manufacturing now partly or completely migrated to Asia. We have made a conscious decision not to do this, because our


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approach is the only way which allows us control over all production steps. For the company’s goal of sustainability, this means that we produce in line with one of the world’s most demanding environ-mental legal frameworks. When we talk about corporate social responsi-bility, there can be no misunder-standings at Prodir due to our location. We have exemplary work-ing and social standards. And don’t forget the logistics. As we produce in the heart of Europe, we have no need to send containers half way around the globe to transport our goods. We are located where our customers are. This, again, reduces our carbon footprint. “Swiss Made” is credible proof of sustainability and socially-responsible conditions.

Thank you for your time, Mr Dreher.

–Without longevity

there is no sustainability – that is our message.

–

1. Nothing is possible without clear values.2. Do away with the superfluous.3. Produce good design, don’t compromise. 4. Functionality is the best ecology. 5. Seek longevity. 6. Take responsibility socially, commercially and environmentally. 7. Be close to your customers. 8. Produce where they are.9. Think in short distances.

Sustainability, as we see it.


40 The new DS8 Writer’s box―

Writing by hand is something special and highly personal – and that is why we have developed the Writer’s Box. Every written word is a pleasure with the Box’s beautiful, classical writing instrument ensuring an extraordinary writing experience thanks to its ergonomic design and new high-quality refill system. And to ensure that this first-class, yet practical tool is kept safe while travelling, in your briefcase or on your desk, we have enclosed it in a simple and beautiful case – which also makes it the perfect gift.

That is the story of our new DS8 Writer’s Box. A gift set consisting of a DS8 in two high-quality surfaces, Soft Touch and cellulose acetate, fitted with the new Prodir Premium ballpoint refill TechGlide®, enclosed in an elegant, light grey PS3 case.

Martin Walser liked to use NASA-tested ballpoint pens which could be used to write upside down. Ernest Hemingway forced himself to sit at his desk until he had written at least 500 words every day. Balzac needed litres of coffee to be able to write. Kafka wrote mostly at night and Kant liked nothing better than a brisk walk before and after writing. Nabokov was only able to write on a particular type of paper with a particular type of pencil. And my grandmother, also an avid writer, always used the same ballpoint pen to write in her diary every evening for 39 years. All the refills that she used in that time were also stored meticulously.

When it comes to writing, we all have

our very personal preferences

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Really, really smooth

TechGlide® low-viscosity jumbo metal refill with a 1.0 mm tungsten-carbide ball in a high-tech corrosion resistant stainless steel tip. Ink: blue or black. Complies with DS7272-1/ ISO 11540

Remove wax ball from tip before use

The Prodir Magazine / OPEN BOX

High-end writing system for demanding writers: The new Premium TechGlide® low-viscosity refill is exclusively for the DS8 in the DS8 Writer’s Box.

The new TechGlide® refill incorporates the know-how and experience of our best engineers and technicians. The low-viscosity ink reduces the rolling resistance and allows for an exceptionally smooth writing expe-rience. Everything matches perfectly.

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Natural Touch

The new DS8 Writer’s Box

PS3 shell case made of light grey, biodegradable cellulose. Clear cut and high-quality design, perfectly complement-ing the contours of the writing instrument

Fastens with a black elasticated band

Ergonomic DS8 in glossy piano black, fully biodegradable cellulose acetate casing, with chrome metal push button on request

Premium TechGlide® low-viscositymetal jumbo refill ensures an ultra smooth writing experience

DS8 Writer’s Box

Twice as natural: A glossy piano-black DS8 with completely biodegradable cellulose acetate casing, fitted with the new Prodir Premium jumbo refill TechGlide® for an ultra smooth writing experience – both enclosed in a minimalist PS3 shell case made of natural cellulose, also biodegradable.


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Soft TouchDS8 Writer’s Box

Twice as soft: A black DS8 in velvety Soft Touch combined with the new Prodir Premium jumbo refill TechGlide® for an ultra smooth writing experience, enclosed in the mini-malist PS3 shell case.

Ergonomic DS8 in velvety black Soft Touch with chrome metal push button

Premium TechGlide® low-viscositymetal jumbo refill ensures an ultra smooth writing experience

PersonalisationDS8: up to 5 colours on the clipPS3: 1 colour on the cover, outside


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Let the touch do the talking

Without words―

Floating Ball® refill technology

Because good communication is a question of sensitivity.

DS4

Black Soft TouchClip Cover in black polished Button in Pistachio green and 8 other standard colours

DS5

Black Soft TouchClip Cover in White and 7 other standard colours

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Every individual fingertip contains 700 highly sensitive sensors – which is an incredible number! The most decisive are the so-called Pacinian corpuscles. These are so sensitive that they can feel unevenness smaller than a fifth of a millimetre. There is no other part of the human body that can match such sensitivity. What these corpuscles feel and experience is transported directly to our brain. Without filters and without detours. They create trust and close-ness without a word being uttered.

Imprint up to 5 colours on the clip of each model

Special colours from 10’000 writing instruments and above, as close as technically possible to your desired PMS

The Prodir Magazine / OPEN TOUCH

DS8

4 Soft Touch coloursClip/ Button combination in 15 transparent and polished standard coloursOptional metal buttonOnly on DS8, also body and side cap can be printed in black, white or silver

••

••

Give the Pacinian corpuscles something to enjoy.

46 Shh!―

Quiet is the new loud

A conversation with Laura Bazzali, Product Manager for Pens at Prodir, on trends in personalisation.

47

What do you see as being the main trend for 2015?Laura Bazzali: We are calling it “new effortlessness”. Less colourful, but the colours that are used will be more decisive and at the same time bolder. High-quality surfaces like Soft Touch are increasingly in demand, matt and full-colour polished surfaces will be more popular. I also believe that logos and imprints will generally be smaller, but their appearance more self-confident and decisive. Gimmicks will disappear. Let’s just say that a little peace is descending.

How do you see Prodir in the context of this development?We are synonymous with minimalism, so the trend can be considered good news for us. We focus on offering a few high-quality pens which communicate credibly through what they are. There is no need to print too much onto them, as customers can be assured and trust in the synergy created between the brand and the pen within the writer’s experience.

In other words, quiet is the new loud?If everyone gets loud, people ultimately pay attention to the quiet ones. Just look at the “No Noise” initiative from the London store Selfridges. The “Quiet Shop” you were able to buy limited special editions of Levi’s, Heinz and Clinique, that had everything except their trademarks. Every product simply spoke for itself. The idea worked because the brands and iconic products were so closely connected that customers no longer needed a logo to recognise the brand. The silence spoke volumes.

This can however hardly be transferred over to your pens.No, we of course live from the fact that our pens become ambassadors for different brands. The logo is essential in this case. The experiment at Selfridges does however show an extreme example of how a certain type of effortlessness in the end appears more convincing than a more demonstrative approach. And this applies to communication in general, including the personalisation of our pens.

Thank you for your time, Mrs Bazzali.

Laura Bazzali (36), who has been at Prodir for seven years, works together with external consultants to analyse relevant trends both inside and outside the industry.

The Prodir Magazine / OPEN A RMS

48 They know how to get it right―

These people bring your logo

onto the pen:

Vittoria RinaldiPad Printing

49

Large or small, multi-coloured or monochrome, subtle or striking. Best possible quality is ensured thanks to regular checks under the magnifying glass with a well-trained eye.

The Prodir Magazine / OPEN FAC TORY

Carmela DeleoSilk-screen Printing

Spomenka MaryanovicPad Printing

50 Markets are Conversations―

Role play: you are the person reading this ad, and we are Prodir.

Good advertising, it is said,

answers three questions

You: Why do you do what you do, instead of something else?

Us: Because pens are what we know best. We have never done anything other than pens and have no wish to do anything else. Because we enjoy creat-ing pens at such high technical and design standards that strong brands want to use them as their brandambassadors. Because we don’t look for the smallest but the greatest common denominator between you and us. Because our pens are effective brand ambassadors for this very reason. And because developing and producing these pens, therefore always remains exciting.

1.

51

You: What problem do you solve for me, your customer?

Us: We create a closeness that you cannot otherwise achieve. We succeed in keeping you close to your customers with your message on a high-quality, useful everyday object. This object is present in both private and professional life, without people having to turn on the TV or PC, read the newspaper, listen to the radio or take a walk to receive your message. A most unassuming object. And you can trust it, so you don’t have to worry: We give the pen everything it needs to play its role as an ambassador convincingly and for a long period of time. The pen not only looks good, it is also reliable and comfortable to use. It honours the promise that you want people to connect with your brand, even if you don’t happen to be there at the time.

You: Why did your management get out of bed this morning?

Us: That is due to you, as you are very demanding customers. Besides, anything else would be plain boring.

2.

3.

The Prodir Magazine / OPEN D IA LOGUE

Museum Specials

Audrey & friends―

52

DS5

DS4

53The Prodir Magazine / OPEN E XH IB IT IONS

DS5

DS8

PS3

54

ww

w.m

altr

on.c

om

One-to-One―

Lilac as an example

House with a heart-shaped window by Alessia Ruffini, 6 years old

55w

ww.

mal

tron

.com

Writing or drawing by hand activate completely different parts of the brain than writing or drawing on the computer.

The Prodir Magazine / OPEN SOURCE

56 Mix & Match―

Mix it till

it feels good

Have a look at our video on:ds8.prodir.com

The Prodir Magazine / OPEN ?

ds8.prodir.com

57

Because every heart has a different beat

Play with the colours. You can use the standard surface colours to create your own pen and select your favourite colours for the cap, body and nose cone. In addition, it goes without saying that every individual model also offers special additional options. However, for technical reasonsMix & Match is not possible for varnished or Soft Touch surfaces or for the DS3 Biotic Pen.

The Prodir Magazine / OPEN MIX

58

It is always operational, simple to use and needs no electricity. It never needs to be washed and has no side effects. It comes in every colour and in all forms. Women use it, men too and kids anyway. It can be found in Oslo and Cape Town, in desert tents and in spacecrafts, in the tropics and in the Arctic. At home, it lies next to the telephone, in the office next to the laptop. It can be found in worn-out handbags and the finest sport jackets. People doodle with it, write their names in guest books and cheque books, sign contracts, write poems and love letters.

The ballpoint pen. As universal as the people who use it.

If it didn’t already exist, it would have to be invented―

60

MattFrosted Transparent Polished

01 06 10 20 30 50 55 35 42 75 01 06 10 20 30 50 55 35 42 75 02 75 02 06 10 20 52 58 75

Dot optionDS1

DS2

DS3.1

01 06 10 20 25 30 50 55 35 45 42 76 01 06 10 20 25 30 50 55 35 45 42 76 02 75 02 10 20 52 58 41 75 03 50 52 70 80 14 15 70

FrostedDS2

DS3

DS4

MattFrosted

Frosted

Transparent

Soft TouchPolishedTransparent Polished

Polished

01 06 10 20 25 30 50 55 35 40 42 75 01 06 10 20 25 30 50 55 35 40 42 75 02 75 02 06 10 20 52 58 75 03 50 51 70 75 80 70 10 21 50 75 04 02 10 21 52 40 75 01 08 11 26 25 30 59 55 36 37 46 75

Button option

Clip cover option *

*only for Soft Touchversion

Transparent

01 08 11 26 25 30 59 55 36 37 46 75 02 75 02 07 10 20 53 58 41 74 75 75 01 06 10 21 30 50 51 35 41 42 76 01 06 10 21 30 50 51 35 41 42 76 02 75 02 06 10 20 52 58 75 03 50 51 70 75 80 70 75

DS5

F T Matt Polished Galvanised

Frosted & Transparent

Overview―

Writing Instruments

61

01 06 10 20 30 50 55 35 42 75 01 06 10 20 30 50 55 35 42 75 02 75 02 06 10 20 52 58 75 01 06 10 20 25 30 50 55 35 45 42 76 01 06 10 20 25 30 50 55 35 45 42 76 02 75 02 10 20 52 58 41 75 03 50 52 70 80 14 15 70

MattFrosted Transparent

DS3.1

Polished Varnished matt Varnished polished

Matt

Frosted

Transparent

Polished

Polished

Varnished matt

Varnished matt

Soft Touch

SoftTouch

Biotic PenVarnished polished

Varnished polished

Polished

Matt

01 06 10 20 25 30 50 55 35 40 42 75 01 06 10 20 25 30 50 55 35 40 42 75 02 75 02 06 10 20 52 58 75 03 50 51 70 75 80 70 10 21 50 75 04 02 10 21 52 40 75 01 08 11 26 25 30 59 55 36 37 46 75

Ring option

Clip coveroption

01 08 11 26 25 30 59 55 36 37 46 75 02 75 02 07 10 20 53 58 41 74 75 75 01 06 10 21 30 50 51 35 41 42 76 01 06 10 21 30 50 51 35 41 42 76 02 75 02 06 10 20 52 58 75 03 50 51 70 75 80 70 75

** ** ** ** ** ** ** ** ** ***

New!New! Available from May 2015

***

Transparent

Create Your Pen!Configurator on www.prodir.com

The Prodir Magazine / OPEN PENS

62

New!New! Available from May 2015

***

Button optionSatin Chrome

MattFrosted Transparent Polished

01 06 10 21 30 50 51 35 41 42 76 01 06 10 21 30 50 51 35 41 42 76 02 75 02 10 20 53 41 74 75 03 50 52 70 80 14 15 70

02 07 47 58 70 02 10 20 55 75 14 15 45 53 52 24 70 75 10 21 50 75

01 81 21 25 50 76 02 05 13 20 23 27 61 60 49 77 70 75 73 90

DS7

DS9

Frosted

Matt

Matt

MattTransparent

Polished

Varnished matt Varnishedpolished

DS8 Soft TouchVarnished polishedDS7 Button

option

Button optionTransparent

Button optionPolished*

The Prodir Magazine / OPEN PENS

63

01 06 10 21 30 50 51 35 41 42 76 01 06 10 21 30 50 51 35 41 42 76 02 75 02 10 20 53 41 74 75 03 50 52 70 80 14 15 70

01 81 21 25 50 76 02 05 13 20 23 27 61 60 49 77 70 75 73 90 01 10 21 30 50 55 75 02 70 75

DS10 PolishedTransparent

Varnishedpolished

Button optionSatin Chrome**

From May 1st all Prodir writing instruments will be refillable. So you can go on and on and on writing. Because longevity is the best way to preserve resources. Therefore ES2 will become DS10.

Preview―

And this is not because we want to confuse you.

On the contrary.

From May 1st the ES2

will be called DS10.

Ballpoint pens are perhaps so popular because they are so versatile.

They design, rhyme, note, scrawl, sketch, scribble, remind, sign, verse, log, create, request, book, explain, draw, admonish, remark, underline, conceive, plot, jot, confirm, compose, inform and write.

The Prodir Magazine Issue 01, 2015

[email protected]

© 2015 Prodir

Prodir SAVia Serta 22 CH 6814 Lamonewww.prodir.com

Concept comunicAzione, RancateStudio CCRZ, Balerna

Art DirectionStudio CCRZ Graphic DesignOlivia Blum

CopyProdircomunicAzione

Translations Baker & Harrison, München Herbert Genzmer,Tarragona

Photos Aline d‘AuriaHenning Bock (Cover page) Eugenio CastiglioniAndy BusslingerZachary Browning

Still-lifeStudio 9010 StylingStudio CCRZ

Illustrations Studio Hey, Barcelona

Typefaces Avenir, Baskerville

Paper FSC®

Fedrigoni symbol freelife glossyMunken print whiteFreelife Raster

PrintAlecom, Bregnano (CO)

Antonio MonteroPad Printing

www.prodir.comds9.prodir.com

A hot Cappuccino made out of espresso, foamed milk not overly warm and a little bit of cocoa powder on the top.

New DS9.For example when good coffee is the story.

The perfect match.

Open issue 01 (en)

Documents

Transcript of Open issue 01 (en)