Interio Brand identity for interior design

Interio is a Russian based company which supplies contemporary furniture and fittings to the interior design industry. They approached design studio Superfried to develop their branding.

Interio would be supplying products to a wide range of sectors, property types and locations. Consequently, a flexible and practical brand identity was required, whilst retaining a simple, contemporary style.

Starting with the logotype, interior design regularly combines different styles and textures, so I liked the idea of trying to reflect this within the lettering. For simplicity geometric letterforms were developed. To then represent the mixing of styles, conventional characteristics were altered to create a balanced combination of square and round forms.

The logotype resolved, the client had also requested a logo marque. They were keen to use it for masking and containing photography. To resolve this I required a geometric form that was distinct, practical, but also had a connection to the nature of their business.

Experimentation led to a structural, op-art, 3D form representing a doorway – relevant to any property. This was very versatile, since it's robust form enabled sufficient proportions of images to be revealed, whilst the angles were both distinct and elegant. The ability to split the marque allowed the client to also frame content, simultaneously reveal two separate sections of the same shot or even two separate images if required.

The logotype and brand marque were subsequently refined, tested and combined for suitable lock-up variations. Further testing ensured that the new branding system would be effective across all media and scale.