With the increase in accessibility and affordability of home décor and furniture more people are interested in the coziness of their home. Homes are becoming more thoughtful in their design, technology is increasingly being integrated into all products, and more people are having access to quality high end furniture. Careful consideration of how people use their home opens the market for tailored pieces which may offer solutions that can’t be met by big retailers. Our company collaborates with consumers to create custom furniture that solves all your unique furniture needs from matching aesthetics, creating custom sizes, including technical aspects, and designing for use cases. We also offer custom furniture from makers around the world who want to display, sell, and build business relationships with their pieces.
This company wants to focus on the industrial aspect of making furniture and the craftsmanship behind it. Since it’s inception in the 1940’s it’s been focused on quality with a touch of the midcentury aesthetic which should be mimicked in the design of the brand. Our target audience is 22–34-year-old, middle to upper class homeowners around the world who have specific ideas, problems, and/or visions revolving around how they use their home. They typically have needs that are difficult to match and need tailored solutions.
Many custom furniture makers are on marketplaces like Etsy where small businesses can reach consumers very easily, but Etsy is a craft marketplace more than a design studio. There are some furniture specific studios scattered around the U.S. but what you will mostly find are individuals making or restoring furniture as side projects. Heavenly is an online design consultation website which recommends furniture based on a customer’s needs, but their recommendations may not fully meet the requirements. We differ from what is seen in the market because we specialize in custom, unique and usually modern designs based on ideas from the customer.
My design concept will convey this difference by first marketing as a design studio. The goal is to show a collaborative process, a meeting of two minds for a common goal. This logo will intruduce an industrial feel through color and shape of symbol. Since Form & Function is focused on craftsmanship the logo and symbol will include details that are unique to it’s industry and workforce. The dovetail joinery technique is of interest because it is a process to join together two pieces of wood, collaborating at the joint to ensure a strong hold. The typography will be indicative of a vintage style with modern finishings. It will be simple but not necessarily minimalist and be attractive to our demographics.
The colors of this palette represent the era this company was born in. It takes inspiration from mid century art and aesthetics, giving a vintage patina feel. The orange also generally gives an industrial feel, similar to many tool brands.
Hex: #3C6165 RGB: 60, 97, 101 CMYK: 41, 4, 0, 60
Hex: #DA8D28 RGB: 218, 141, 40 CMYK: 0, 35,
Hex: #AD3825 RGB: 173, 56, 37 CMYK: 0, 68, 79, 32
Hex: #F9FCF4 RGB: 249, 252, 244 CMYK: 1, 0, 3, 1
Neue Haas is a typeface with minimal flare but has roots in the 50’s era and embodies a timeless swiss utilitarian mindset. It’s mainly used as headlines and body copy throughout Form & Functions branding.
Power Grotesk gives the logo some quirky flare with it’s highly contrasted connectors and minimal forms. It’s slightly widened and is readable at larger sizes. This typeface gives the brand a playful feeling while staying true to it’s printing influence.
abcdefghijklmnop qrstuvwxyz
ABCDEFGHIJKLMNOP QRSTUVWXYZ 0123456789
!@#$%^&*()
abcdefghijklmnop qrstuvwxyz
ABCDEFGHIJKLMNOP QRSTUVWXYZ 0123456789
!@#$%^&*()
The F symbol represents the F in form and function but has significance in joinery as well. The horizontal portions of the F are triangular in shape and describe a dovetail joint which joins to pieces of wood at a right angle to create a strong structure. This parallels the idea of collaboration, a coming together of creativity between the craftsman and the consumer to create a unique product.
11”
8.5” 2.5” .5” .75”
1.75” 1” 2.75”
.5” .35”
.5” .35” .35”
2.5” 2.5”
Folder (front) 12”
1.75” 2.3” 1.4” .7” .4”
9” .5”
.45” .3” .4” .3” .3” .7”
1.5”
Hero image and introduction to the company
Explanation of services & steps
Gallery of customer pieces
In-store releases and exclusive access
Video introduction to our remote & inhouse designers
Customer design problem form Footer with secondary logo
Ethos Furniture- https://www.behance.net/gallery/149404281/EthosFurniture-Branding?tracking_source=search_projects%7Cethos+furniture
Mercato Interiors: https://www.mercatointeriors.com/
BoConcepts: https://www.boconcept.com/en-us/ Coohom for Business: https://www.coohom.com/pricing
Papilo: https://www.behance.net/gallery/152867205/PAPILO-Brand-identityGuideline?tracking_source=search_projects%7Cpapilo
Images:
Cover Image: https://www.behance.net/teixeiradesignstudio
Introduction Image: https://www.behance.net/gallery/155579327/EroatoFurniture-collections
Basic Elements Image: https://www.behance.net/gallery/122256055/BigSmall-Coffee-Table
Symbol Description Image: https://freeonlinewoodworkingschool.com/how-to-cut-a-dovetailjoint/
Stationary Design Image: https://www.behance.net/gallery/155523063/Backstrap-coffeetable
Signage Design Image: https://www.behance.net/gallery/152556655/Tipping-side-table
User Interface Design Image: https://www.pexels.com/photo/photo-of-man-laying-oncouch-4049431/
Merchandise Design Image: https://www.behance.net/gallery/156983651/FAN-a-foldableside-table
Mockups
Freepik.com
Typeface
https://power-type.com/typefaces/
©2022
Created by Nick Biami