eurofurniture
Case History in Process:
Old logo
The first phase of re-branding European Furniture Warehouse was a name change: Euro Furniture is not only shorter, it matches the url of their website, and discards negative “warehouse” implications.
Since the furnishings sold are all contemporary, mostly high-end, and much of it imported directly from artisanal Italian design houses, we felt the word “warehouse” was no longer appropriate for the retail showroom, even though it’s gigantic (three stories full!)
The second much-needed phase was an update of the corporate identity. The old, dated logotype and mark have been replaced by contemporary graphics, with a strong color palette for use in advertising, marketing — even a tastefully restrained logo on the side of their trucks.
New logo, and how it will look on a truck
A new tagline, too: Grand Contemporary Design. The last two words are straightforward enough, but Grand carries three meanings: the scale of the showroom, the artistic level of Italian (and American, Swedish, and a few other) designers, plus a subtle reference to the emerging Grand Design District, the area in Chicago that the showroom anchors at 2145 West Grand Avenue.
We’ve just started to implement the branding program, so stay tuned as we turn to upgrading the exterior and interior store signage, ads, and related branding.
Nicely done, Bob! The new logo is eye catching,
def. has the euro feel — and I agree with you on the
position/tag — grand (large) grand (elegant)
grand!
Congrats!
Posted by susan schwartz on May 25, 2011 at 6:14 pm
All very well but where’s the brand here? There’s a lot about visual identity and how that changed but that isn’t a brand. It’s certainly not an ‘emotional brand’ or an example of ‘emotional branding’ to refresh a company’s aesthetic identity.
Also, the ‘branding program’ seems to be focussed on all the visual / sensory cues. Again, not what I would call a brand. An important aspect of brand only one part.
Posted by Jon on May 26, 2011 at 4:13 pm