Seven Furniture Co.
The mark for a sensible class of furniture from SEVEN
Both the IBM and MIT Press logos have successfully become symbols of recognition for their respective companies, yet neither features any obvious semblances to the nature of their business—those being computers and publishing.
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NAME ‘Seven’ is simultaneously a word and a direct reference to a numeric value—the number 7 (this dual identity will be analyzed later). The numeric value alludes to a structured, understandable (or quantifiable) design nature which we wish to be present throughout our product line.
As such has been the case with other successful company logos, it’s not completely necessary for the name of the company nor the logo’s appearance to directly pertain to the type of business the company associates with. That is to say, the name SEVEN and the logo’s appearance need not allude to furniture.
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SEVEN Bodoni (serif )
SEVEN
Helvetica (sans-serif )
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TYPEFACE The choice of typeface can be a suitable beginning for the creation of a logo. Although both typeface examples on the opposite page can be considered modern, a sans-serif typeface is perhaps more appropriate—The simplified and clear geometry of sans-serif typefaces better represent the language and appearance of SEVEN’s product line. The neutral regularity and patterning of sans-serif type alludes to simple, yet powerful design with clarity, and these are principals SEVEN wishes to embody.
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SEVEN SEVEN SEVEN SEVEN Helvetica (ultra thin)
Helvetica (light)
Helvetica (medium)
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Helvetica (heavy)
WEIGHT The weight of a typeface can have a profound effect on how one perceives the logo. The opposite page presents Helvetica adjusted with various weights. A typeface with a lighter weight might conjure descriptors such as sleek, sexy, or sharp. A heavier weight might imply loudness or a yearning for attention. Often, signs announcing a sale use heavier weighted letters while fashion labels use lighter weights.
A lighter weight would better suit SEVEN’s identity, however readability must be maintained. The uppermost example of Helvetica is difficult to read from distance, and the thin lines may not render well on varying surfaces. A heavier weight similar to Helvetica (light) would be preferred.
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SE7EN SE EN
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FORM A mnemonic or mnemonic device, may be a pattern, acronym, or association that may assist in remembering something—whether it’s an order, list, or brand. In the SEVEN logo, a mnemonic device can be created by the letter V in the middle of the word SEVEN. The fact the placement of the V in the middle is a fortunate coincidence as it will assist in the mnemonic device’s visibility and overall balance of the logo.
Seven can be represented in two forms—the word seven and the numeral 7. This dual identity (mentioned previously) can be incorporated at the ‘V’ where the letter skews to begin alluding to the number 7 while still maintaining the form of the V, therefore achieving a dual representation.
Helvetica serves as a convenient starting typeface. The skewed V is formed with a curved and vertical line to match the form of Helvetica’s numeral 7. The resulting form leaves a notable void below the character which disrupts one’s reading of the word. Additionally, the character must be stretched in order to better represent the numeral 7, but this only diminishes the word’s legibility.
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SEVEN
7
SEVEN
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PROCESS The resultant void following the first E creates an opportunity to enhance the mnemonic device by the use of color. Red will serve as a signature or identifying color for SEVEN Furniture. A red shape inserted into the void aids legibility and enhances the presence of the mnemonic device.
Avenir is an alternative sans-serif typeface that shares the characteristic with Helvetica of having consistent, standard geometries. A notable difference is Avenir’s numeral 7 which is composed of straight lines.
The same concept is used with the new typeface, and the strengthened clarity of the mnemonic device is evident. However, the overall legibility remains obscure as the word SEVEN is not immediately drawn from the resulting logo. The corresponding diagonal strokes in the V and N demand much attention.
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SEVEN
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CASE When uppercase letters are used, all characters are composed of straight strokes save the S. This hinders our ability to read the word because of the low shape contrast between the characters.
Lowercase characters aid in the legibility of the logo. The use of lowercase additionally distinguishes the V in the middle as it becomes the only character composed of straight strokes.
When the mnemonic device is incorporated, the resulting logo retains concise legibility and simultaneously establishes identity.
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LOGO The logo is rigid yet flexible and can take two forms depending on the context in which it is presented.
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Environment
Breast Cancer Awareness
Patriotism
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Pride
OCCASIONS Subtle changes of the triangle’s color can make the logo appropriate for various occasions.
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VARIATIONS The logo easily adapts to a monochromatic color scheme.
When reversed to white, the logo stands out from a solid colored background.
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Vehicle Marking (side)
Vehicle Marking (rear)
Product Packaging
Product Packaging
T-Shirt (front)
T-Shirt (back)
Business Card
Merchandising Tag
John McWaters Founder
O: 123 456 7890 | M: 123 456 7890 123 Main Street South | Nashville, TN 37203 john@sevenfurniture.com www.sevenfurniture.com
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SIGNAGE Due to the rigidity and simplicity of the logo, it easily conforms to various modes of presentation without compromising its effectiveness.
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CONCLUSION The logo becomes more than a two dimensional symbol representing a company. With wisdom and success, the logo indicates that there is something to be a part of—a movement where anyone can participate.
The logo embodies the same potential as the products themselves, therefore the company, its products, and the logo work cohesively to promote the principles that SEVEN Furniture wishes to establish.
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