Swoon, a rapidly growing furniture retailer, defines its customers as hip, humble, and home-obsessed. The company’s vision is to respond to its customers’ desires in real time, releasing designs constantly and on-demand and not in the 18-month design cycles traditionally imposed by other furniture brands.
The design consultancy Zag brought this unique approach to the fore in Swoon’s new identity. Zag designers, working with foundry F37, brought distinctive design features of Swoon furniture into the design of the wordmark’s letterforms. For instance, the W represents bent steel, while the N could be joinery used in a chair. The double-O infinity symbol represents the never-ending quest to curate the perfect home. The suite of disparate letterforms work together to create a unified design, much like a collection of carefully chosen furniture pieces work together to create a comfortable room.
Read and see more https://www.designweek.co.uk/issues/9-15-april-2018/furniture-brand-swoon-unveils-new-living-identity/.