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Brand Refresh / FDB Møbler

FDB Møbler is a classic, modern design company, originally headed by Danish architect Børge Mogensen. FDB Møbler's mission statement is, "To create beautiful, functional and exceptionally crafted furniture that makes room for everyday living at home. And that can withstand everyday wear and tear to age gracefully with those who use them." At its core, this company is know for elegant, simple pieces that can last for generations; it's a family company.

At night, a crowd of people looking at and drawing on the collective art installation
an image showing logotype, color, graphic element, primary typefaces, and element merchandise

Process

This project was a hypothetical rebranding for FDB Møbler, an iconic Danish furniture design company. We were prompted to research the brand system extensively, offer critique and potential for growth, and implement those proposed changes. The rebranding was centered on the creation of the new logotype and subsequent development of visual language.

This project outlined the design process through the 4D Model:

  1. Discover
  2. Define
  3. Develop
  4. Deliver

At each stage, my classmates and I shared extensive feedback, critiqued each others' designs (all 10 students in the class developed a different, unique conception of the FDB Møbler brand refresh), and iterated further.

Discover

First, I performed extensive research on the history and current state of FDB Møbler. I looked into the current competitors, brand language, and target audience. I visited storefronts for FDB Møbler in Copenhagen, Denmark, as well as storefronts for its competitors, Fredericia and HAY.

sketches of the logotype creative process
Sketches and type-based collage meant to get creative juices flowing; f's d's and b's are scattered across the page
sketches of the logotype creative process
Define

The Define stage consisted of new logotype development. This showcased the conglomeration of my research (analysis of images, advertising copy, and current branding guidelines for both FDB Møbler and competitors), brainstorming methodology, and physical experimentation.

Develop

The Develop stage was an extremely critique- and collaboration-heavy portion of this project. As I began to develop a visual language, I consistently altered and refined my visual elements with help from my peers. The nascent logotype informed downstream decisions in the project, and it continued to bring the focus back to the conceptual roots of the project. (Special thanks to my peers for their perceptive and helpful insights.)

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