Furniture & Upholstery

Client: Furniture & Upholstery / Agency: Doc Comm Advertising

Corporate identity, applications

Furniture & Upholstery is a well-known local name in the crafted furniture industry having a national chain of workshops. After 50 years from its set up, the company wishes to refresh its image in view of obtaining a better brand perception and a wider target. Doc Com Advertising Agency invited Factum Design to design the new identity for the Romanian company.

The new logo reflects both the object created (a generic piece of furniture) and the material used for it. The shadow tree-like is a nice metaphor that enhances the deep meaning of wood seen not as a raw material, but as a living matter. The red corporate color makes references to the velvet, considered as a "classical" cover for upholstery.