Logo Savvy

Job: 10-91288 Title: RP: logo Sauuy

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Logo Savvy

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DE SIG N

GREY W

O

CR EATI V

JEFF LEW

DE SIG NE

DAVID WO

CL IEN T

FORMATI

Inhaus

STARTING F R O M THE F L O O R UP

Formation Forest Products is a company owned by two

Vancouverites with extensive backgrounds in the  ooring

industry. They wanted to launch a new venture for sourcing

high-end  ooring after discovering a laminate  ooring

product manufactured in Germany and soon began plans to

import the  oors to North America. They approached Grey

Worldwide Northwest to help their company  nd its niche

in the competitive shelter market. Grey was asked to develop

a name and brand identity that would appeal not only to

consumers but also to a group of prospective national dealers.

The designers suggested an identity that was modern, clean,

and elegant but approachable to reinforce the brand character

of high-end European design.

THE F O U NDATIO N F OR THE R I GHT NAM E

The company needed a name that could differentiate it

from its competitors while highlighting its focus on style and

aesthetics. Because this category was primarily dominated

by names re ecting a product or service’s functional bene ts,

Grey ultimately decided that bucking this convention would

provide the biggest impact. In addition, the new name would

The simple, solid, sans serif typestyle, the open spacing, and the house-shaped H give the inhaus logo a

moder n and clean look while conveying the company’s housing-related flooring business.

K

te

“i

co

Job: 10-91288 Title: RP: logo Sauuy

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Job: 10-91288 Title: RP: logo Sauuy

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Job: 10-91288 Title: RP: logo Sauuy

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Job: 10-91288 Title: RP: logo Sauuy

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Job: 10-91288 Title: RP: logo Sauuy

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DE SIG N FIR M

GR EY WO R LD WID E

CR EATI VE DI R EC TOR

JE FF LE W IS

DE SIG NE R

DAVI D W ON G

CL IEN T

FO RMATI O N FOR ES T P ROD UC TS LTD.

ean,

aracter

and

ed

ne ts,

ould

would

Knowing that the brand’s focus would always be on interiors, the

team at Grey Worldwide Northwest recommended the name

“inhaus” as a way to differentiate it from Martha Stewart and

connote a high-end European design character.

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Workin

catego

finding

by wom

brands

Choosing the inhaus name proved to be an extremely

effective way of reinforcing that inhaus was the place to

go for everything that could be found “in a house.”

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