Brief 3 inoda sveje

Matt Tucker OUGD303 — Brief 3.

Inoda + Sveje Brief Create an identity for design duo Inoda + Sveje, furniture makers with Scandinavian & Japanese roots. The concept and delivery must reflect the quality of the products the furniture the brand produces. It should also explain the story and principles of the brand that drive the products they create.

Mainfesto Quote from Nils Sveje “We are two individuals, we don’t work in the same way”

Problems —

Create an identity for design duo Inoda + Sveje, furniture makers with Scandinavian & Japanese roots. Although the brand has a strong online following through design blogs their identity and web presence isn’t reflective of the stripped back minimalist products that they create and sell.

Concept —

The brand identity works around the deconstruction of the logo. When the logo is stripped down to circles the deliverable is for Kyoko as those are the shapes created from the Japanese Flag. When it is just lines it represents Nils Sveje using the squared shapes from the Danish flag. This communicates their nationalities and separates the duo as individuals. A full logo is maintained when picking up new clients and whenever both designers are represented together as a brand.

The screen printed swing tags are changed depending on the material used on the product, for example a teal chair would come with a veneer teal swing tag. These are duplexed with the purple stock to reinstate the rest of the identity.

The business cards are printed on an uncoated stock, and depending which designer they are for the stocks are swapped round, again maintaining the individuality of each designer in the identity.

The final business card uses a repeated logo and will be used for the consultancy part of the brand. The reflected logo represents the ongoing discussion and the notion of bouncing ideas between client and designers.

1/5

Matt Tucker OUGD303 — Brief 3.

Inoda + Sveje

Website Re-Design —

The new website design utilises the high quality library of images that Inoda + Sveje have built up of their products since forming in 2010. It uses large imagery and grey type to reflect the rest of the identity. The navigation focuses on the simple use of Java coding, meaning the elements of the page work in harmony and don’t appear flat or static. This is a reflection of both their design principles and attention to detail that works towards the quality of their products & design.

The functionality of the website was key in its success, allowing visitors to navigate through the site without becoming confused and lost between the different sections. For this reason the header was kept consistent across each page allowing the user to flow through the website with ease.

2/5

Matt Tucker OUGD303 — Brief 3.

Inoda + Sveje

Typeface —

ABCDEFGH IJKLMNOP QRSTUVW XYZ

The typeface was created by de-constructing the two flags of the Nationalities of each designer.

The same principles were taken to create the logo design. During an interview Nils Sveje noted that their heritage and roots would play an important part in telling their story, in turn shaping their new identity. The minimalist pallet shapes used in the logo also reflects the brands minimal approach to materials.

The type specimen showcases how the typeface could be extended and sold, however to maintain the face of the brand it would be unique to them, acting as a large factor in the communication of their brand image. The poster utilises all of the shapes that were used to create the typeface rearranged into a formal grid shape.

THE QUICK BROWN FOX JUMPED OVER THE LAZY DOG Inoda Sveje Condensed 50pt

THE QUICK BROWN FOX JUMPED OVER THE LAZY DOG Inoda Sveje Condensed

3/5

70pt

Matt Tucker OUGD303 — Brief 3.

Inoda + Sveje

Exhibition —

As an extension of the identity an exhibition was proposed showcasing a retrospective look at the last 13 years of the work of Inoda + Sveje.

Research showed the V&A as a suitable host for the event given the nature of past events.

The promotion for the event used close up images highlighting the attention to detail in the duos work and acting as a teaser for the event.

Note — These photos were supplied by Nils Sveje, I do not own any legal rights for these image.

However I do have permission to use them for this project from Nils Sveje.

Deliverables — Private View Invite Four flyer designs Promotional Poster Catalogue for Exhibition Hand out catalogue

4/5

Matt Tucker OUGD303 — Brief 3.

Inoda + Sveje

Exhibition Catalogue —

The exhibition catalogue played on the quote, ‘we are two individuals, we work in different ways’ opening from both sides and meeting in the middle as a showcase of their work.

Nils Sveje’s section features an interview and series of questions based around the duos practice and displays large quotes taken from the interview in the typeface created for the brand. During an interview he also states that he enjoys the manufacturing process, which is documented in the second section of the publication.

Kyoko Inodas section contains images of the exhibiting process reflecting her enjoyment of the presentation of their products. These meet in the middle and outline the key principles that are applied when creating their products while taking the reader through a visual narrative of their products.

The open spine allows the pages to be opened fully and documents a retrospective look at some of their best works while outlining their design principles.

It uses the same branding as the event and the typeface design to reinforce the new brand image through the publication.

5/5