Following interviews with some of the companies key stakeholders, customers and suppliers, we undertook a series of brand workshops and scoping meetings. This allowed us to understand how to communicate the companies core values of pride, innovation, knowledge, Britishness and leadership within their field.
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.
“Since the launch of the new Advanced Furniture brandmark and associated collateral. It’s had a significant impact on the way we are perceived by our customers, suppliers and competitors alike, not to mention the pride it has engendered in our staff!”