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Advanced Furniture

Brand Design

From their smart new purpose-built 100,000 sq ft factory based just north of Cardiff, Advanced Furniture manufacture a wide range of educational and contract furniture. Having experienced the tangible benefits that Sanders 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. 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!”

Tim Price
Advanced Furniture

Our brand design work with Advanced Furniture has run alongside our product work.