Logo Savvy

Job: 10-91288 Title: RP: logo Sauuy

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Logo Savvy

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Job: 10-91288 Title: RP: logo Sauuy

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M

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To

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DE SIG N

SEA

CR EATI

V

BRYAN E

DE SIG N

E

STUAR T

CL IEN T

BEYON

beyon

A NEW F OCUS

SEA was approached in 2001 to create an identity for a new

of ce furniture business founded by Richmond Solutions,

a successful company that sold furniture from various

manufacturers. Martin Sco eld, CEO of Richmond Solutions,

wanted to completely change his business model—and not

merely with a rebrand or a rename. To compete with rising

industry leaders, he began designing and manufacturing

his own line of high-speci cation of ce furniture. Sco eld

collaborated with SEA on all elements of the identity

development to launch Richmond Solutions’ design-centric

business called beyon.

The name beyon, taken from one designer’s surname, was

chosen as the company name. The name works on several

levels: the b of beyon is almost like a stamp of approval that

can brand the products; its simple lines are as graceful as the

furniture; and it evokes chairs, seating, and modern work

spaces. The mark is also very visually  uid—re ecting the

beyon furniture itself.

To accurately communicate the personality of the product

line, SEA chose each element carefully. The subtler mark

always appears in either in white, gray, or black, while the

colors of the other elements are striking and bold. The

dynamic color palette is then offset by typography that is clean

and con dent, allowing the highly visual imagery to remain

center stage. SEA then developed brand guidelines that clearly

outline the logotype, typeface, color palette, tone of voice, and

use of imagery, ensuring their vision is always delivered in a

consistent manner.

SELLI N G THE IDE A

The new company needed to launch their products, brand,

and identity to architects who would be sourcing beyon’s

The simple and modern lines of the beyon logo echo

the high-end furniture the brand is now known for.

This sensibility is carried throughout its advertising

campaign and across all collateral materials.

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Martin Sco eld, CEO of Richmond Solutions, wanted to completely

change his business model—and not merely with a rebrand or a rename.

To compete with rising industry leaders, he began designing and

manufacturing his own line of high-speci cation of ce furniture.

DE SIG N FIR M

SEA

CR EATI VE DI R EC TOR S

BRYAN EDMON DSO N, JO HN SIMPS ON

DE SIG NE R

STUAR T L. BAI LEY

CL IEN T

BEYON

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