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M
ch
To
m
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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