BI Renewal for High-end
Furniture Select Shop
SPACELOGIC is Korea’s sole distributor of Swiss modular furniture USM and a partner with Herman Miller, Thonet, Gubi, Magis, and many other internationally recognised brands. SPACELOGIC commissioned BATON to renew the brand identity to more clearly deliver the brand philosophy—Form Follows Function.
Project Scope
Identity System, Brand System Guidelines,
Printed Materials, Social, Media Templates,
Showroom Signages
Client
SPACELOGIC
Brand Renewal
BATON
Art Direction Ari Lee
Design Won Ha
Assist Jihye Lee
2021
The Challenge
What was unique about this project was its intermediary identity. SpaceLogic, being the sole distributor of USM in Korea, has its public perception intricately tied to USM. However, the selected shop needed an identity that expressed its own brand values while also encompassing other products. The primary focus of this project was to reorganize and clarify this overlapping identity issue.
Approach
I conducted the brand research in two parts. The first part involved analysing trending brands in the high-end furniture sector, select stores, and the fields of interior design and architecture. The second part focused on studying the brands distributed by SpaceLogic, including USM, Herman Miller, Gubi, Pastoe, and Thonet.
The research concluded that the core values of these brands stem from the mass production and rationalist design philosophy of the early 20th century, aligning with SpaceLogic’s “Form Follows Function” ethos, which echoes the modern design manifesto.
Result
Above all, I highlighted the concept of expansion, a core principle of USM. A grid system was chosen to visually represent ideas such as expansion, modularity, and mass production, making it the central graphic motif of the project.
The brand identity incorporates a grid system that echoes the value of scalability. I chose Helvetica as the typeface due to its shared background in design history. Additionally, bright green was selected as the primary color to symbolise sustainability.
