created by ZDAN_studio
Keller
The furniture you want.
THE BRIEF
Keller offers modern furniture pieces made with a focus on detail and passion for design. Their collection suits various tastes, so each customer finds the perfect pieces to personalize their living spaces.
KEYWORDS: expertise, modern, craftsmanship
THE IDEA
My main focus was to create a logo which will include symmetry and modularity so often found in furniture design. I wanted it to be very minimalistic but at the same time strong and professional. Started out with a very geometric typeface. With the letters „e” and „l” on both sides I designed the „r” by using the same elements as „k” and using the R symbol to balance the white space. This created the illusion of symmetry. Shortening the double „l” made it all more cohesive.
TYPOGRAPHY AND COLORS
The entire typography is based on Neulis Sans and Neulis Neue typefaces. Depending on the usage, certain letters of Neulis Sans Medium have been modified to back up the energy of the logo. For example a rotated "e" to make an "a" or two versions of the letter "l". For headers and sub-headers I've switched to Neulis Neue due to it's bit more decorative look. Finally, back to the simpler Neulis Sans for body text and captions to retain the minimalistic feel. The main colors are black and white as the full palette will be made up by the colors in the photographs used in the communication. The Gold Rush and Earth Brown would be used to distinguish important information, for buttons in web design, etc.
SOCIAL MEDIA AND COMMUNICATION
The tone of communication was meant to be humorous but professional at the same time. With catchy headers and sub-headers paired with neatly selected photographs the aim is to gain the attention of the client and make want to scroll through more content and eventually head over the company's website. The imagery is always very clean and minimalistic.
