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A Big Brand Refresh

From their smart new purpose designed 100,000 sq ft factory based just north of Cardiff, Advanced Furniture manufacture a wide range of educational and contract furniture. Our involvement with the company began when they approached us to design and develop a brand new polypropylene stacking chair targeting the highly competitive educational furniture market. The result was the highly successful Geo school chair.

Having experienced the tangible benefits that design can bring to a business first hand, ADV then asked us to evaluate their brand and advise them how it could be developed to more accurately reflect the dynamic changing ambitions of their business.

Following interviews with some of the companies key stakeholders, customers and suppliers, we undertook a series of brand workshops and scoping meetings. The purpose of this was to identify opportunities to evolve the brand to better communicate the companies core values of pride, innovation, knowledge, Britishness and leadership within their field.

Having established and agreed on a clear set of brand values for the business, a new brand mark was created along with a new corporate colour palette, primary and secondary typeface, and a tone of voice, all of which combine to portray a confident, contemporary and distinctive presence.

The new ‘mark’ was created to subtly hint at metal fabrication, so strongly associated with the companies manufacturing processes. The contemporary colour palette and decisive forward facing arrow adding to the sense of ‘dynamic’. The mark was also designed in such a way as to enable it to be easily embossed on injection moulded chairs.