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Simon Pengelly by Spin, United Kingdom

Opinion by Richard Baird.

Business cards for British furniture and product design business Simon Pengelly by Spin

Pengelly Design is a British furniture and product design studio, founded by Simon Pengelly in 1993, that embraces a material and process led approach to problem solving, and an aesthetic that has a lightness, simplicity and timelessness. Since its foundation the studio has gone on to secure and complete a variety of national and international furniture, transport and product design projects in collaboration with businesses and manufacturers such as Lapalma, Habitat and Modus, Virgin Atlantic and Joseph Joseph.

Pengelly’s new brand identity, created by UK based graphic design studio Spin and based around a symbol of vertical and consistently weighted strokes, draws its inspiration from the profile of one of Simon’s chairs, constructed from plywood, and set within the context of an earthy, urban and vivid colour palette of brown, grey and bright orange boards. The project included stationery, box tape, business cards and website design.

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Markus Form by Lundgren+Lindqvist, Sweden

Opinion by Richard Baird.

Visual identity and business card designed by Lundgren+Lindqvist for Swedish furniture business Markus Form

Markus Form is a contemporary furniture company, founded with the intention of revitalising Sweden’s furniture industry, and with an ambition to produce relevant, practical and easy to match designs that are durable and sustainable. The company’s furniture will also draw on a significant Swedish and Scandinavian design culture and heritage that unites ergonomics, functionality, craftsmanship and a good working knowledge of materials, whilst also being individualistic. Markus Form describe their philosophy as one that takes on greater challenges than those posed by form and finish, and acknowledges furniture as an architectonic component that has to handle scale and other spatial conditions and addresses everyday needs.

These values are the basis of Markus Form’s brand identity, developed by graphic design studio Lundgren+Lindqvist, and expressed using reductive, geometric, typographic shape and its consistent application, an appropriate use of space, proportion and layout, detail and the absence of detail, print finish and the distinctive and contextual qualities of unusual product photography. The project included business cards, post cards, tags, labels, folders and website.

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Husler & Rose by Post, United Kingdom

Opinion by Richard Baird.

Visual identity and black block foil print for Husler & Rose designed by Post

Husler & Rose is an online boutique and occasional pop-up store that retails thoughtfully designed, carefully constructed and long-lasting furniture, homeware and lifestyle objects sourced from across the UK and Europe, professionally and sensitively restored by owner and furniture maker Ben Rowland.

Inspired by Herbert Bayer’s Bauhaus posters and the jazz record sleeves of Duke Ellington, London based graphic design studio Post created a new brand identity treatment for Husler & Rose that included logotype, postcards, business cards and promotional pieces. These capture the crafted and considerately designed nature of the store’s curated catalogue through the high quality finishes of white ink and black block foil, hand stamped detail, geometric patterns and a contrast of serif, script and sans-serif typography, across dyed papers and unbleached boards.

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Room Essentials by Collins, United States

Opinion by Richard Baird.

Logo, photography and packaging by Collins for Target's modernistic home furnishings range Room Essentials

Room Essentials is a line of modernist home furnishings created and sold by American retailer Target. The range covers over 2,000 products across 60 categories, and includes items such as blankets, lighting, chairs, tables and tableware.

While securing significant revenue for the retailer, the range has, over the last five years, experienced a downturn in sales generated by its Millennial demographic. With this in mind, and with the intention of recapturing the enthusiasm for and interest in the range, Target commissioned New York based Collins to reimagine Room Essential’s brand identity.

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