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BRAND STORY OF WEST ELM
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West Elm was founded in 2002 by a four-person workshop: a graphic designer, a painter, a wood crafter and a furniture designer in Brooklyn, New York. They were enthusiastic about artisans spirit and hand-crafted furniture. They contacted many local stores and companies in New York in order to promote their products and craftsmanship. However, since they were rookies who were obscure independent makers, having just taken their first step into the real world and they were often rejected.
Nevertheless their passion for craftsmanship and making good quality wood products led them not to give up on themselves. They turned their direction from indirect to direct sales to customers. The four relentless guys opened a flea market with local makers from crafters, designers, and artists to promote local independent makers in Sunset park. The respect of artisans spirit continues to the present time in support of local makers’ spirit and unique products.
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WEST ELM RESPECTS AND SUPPORTS INDEPENDENT MAKERS IN LOCAL COMMUNITIES
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PICK YOUR FAVORITE LOGO
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WEST ELM HAS VARIOUS SECONDARY COLORS WHICH REFLECT EACH LOCAL CITIES’ ATMOSPHERE.
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Futura Condensed Medium Futura is based on geometric shapes that became representative of visual elements of the Bauhaus design style. In the 1920s, there was great dissatisfaction with tradition — there was a definite turning away from the past, from anything associated with the war and the defeat. All things that seemed new were earerly willingness of the out.
For west elm, futura condensed medium is used to not only express modernism, but also reflect the narrowly united community of the local makers. The usage of typography is inspired by west elm’s new logo. Exceptively, futura book is used for a body text to get better legibility.
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WOOD MASTERS FROM LOS ANGELES
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FLEXIBLE, BUT STURDY
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THE CRAFT MAGAZINE IS A MONTHLY PUBLICATION WHICH CURATES LOCAL MAKERS’ PRODUCTS
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WEST ELM OPENS FLEA MARKET FOR LOCAL MAKERS
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WOOD TABLEWARE, A BETTER SUSTAINABILITY
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PEOPLE CAN EXPERIENCE LOCAL COMMUNITIES’ CULTURE AND TREND WITH WEST ELM
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THE LOCAL COLORS MAKE A CONNECTION BETWEEN WEST ELM AND THE MAKERS IDENTITIES
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