Visual Identity...Graphic Design!!!
Fredericia Furniture was born of a proud architectural heritage of unfaltering dedication to the design craftsmanship since established in 1911. They approached us with a desire to transform from a furniture manufacturer, with a logo designed in the 80ies, into a lifestyle brand with strong historical roots, but also with a modernity looking ahead. The historical span should be joined into something that resembled a contemporary expression, but respected the roots and historic craftsmanship. Working on the logo, we found an old sketch made by Børge Mogensen, made up of to the letter F used twice. This formed the basis for the symbol, to evolve into an expression on how to work with wood, compositions, upholstery and craftsmanship traditions, illustrating the way the materials meet. For the wordmark, it was necessary to change from using capitals to using only minuscule, as they are easily decodable and have a more humanistic expression, in line with the company’s values. To be true to the inheritance we added the establishment year, which was solved around the graphical trends around 1911, with reference to Jugend, Skønvirke and Art Nouveau.