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Logo Savvy by Dann Ilicic, Perry Chua

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Job: 10-91288 Title: RP: logo Sauuy
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Logo Savvy
46
Text
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
#175 Dtp: 120 Page: 47
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Job: 10-91288 Title: RP: logo Sauuy
#175 Dtp: 120 Page: 47
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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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