A soulful identity for furniture brand Symbol – Creative Review

The music furniture brand has been given a new identity that blends mid-century modern aesthetics with warm touches
Symbol is a hi-fi storage brand that creates home listening setups, specialist furniture and other storage solutions geared towards vinyl lovers.
The brand’s mid-century modern design ethos has been carried over into the new visual identity created by Danny Miller’s NYC-based creative studio High Tide, fresh from launching another period-inspired project for appliance manufacturer Airsign.
Although Symbol is looking to expand into other product categories in furniture design, the brand’s new visual identity cements its links to the music space.
The new logo resembles a turntable contained within an ‘S’ shape, which is formed from a skewed oblong as revealed in the animated executions. The geometric design neatly captures Symbol’s modular design philosophy.
“We worked on figuring out how to bring the warmth, depth and personality of the product into the brand to be the truest representation of itself,” said Miller. “Even as they were expanding into other types of furniture, a key consideration was also that they wanted the brand to still feel rooted in music. We wanted to present Symbol as a brand that enhances and inspires people’s lives with materials and objects that add emotional value.“
According to the studio, the 50s, 60s and 70s provided rich inspiration for the new identity, though it was important not to rely too heavily on the aesthetics of one specific era. The palette of burnt orange and mustards scream mid-century soul, while the angular wordmark nods to late 20th-century futurism.
In this new report, we shine a light on some under-acknowledged gaps in the creative industries and examine how these might be closed
Orchestrated by Gucci’s creative director – and self-confessed cinephile – Alessandro Michele, the campaign film places the fashion house’s latest collection within some of Kubrick’s most iconic film scenes
Older creatives have bags of experience and the ability to crack a brief like a walnut. So why aren’t studios and agencies hiring and keeping hold of more of them?
We speak to the brands and creatives who are helping carve out a refreshingly accessible visual language for one of the world’s fastest growing sports
Graphic designer Cory Schmitz is a distinctive voice in the games industry, turning his love of corporate logos into work for indie studios, major titles and tech companies. He discusses the ever-more sophisticated brand worlds of games and their makers
Tag Agency takes the logical, and community-driven, step of connecting brands with young people and giving them a much-needed platform to get their voices heard
The much-loved brand enters its tenth decade with a series of celebrations across the world, including films featuring stars from Yotam Ottolenghi to Alicia Keys
We talk to the curators of How to Win at Photography, now on show at the Photographers’ Gallery in London, about how imagemaking turned into a numbers game and why artists are using humour to examine it in their work
Market researcher, avid reader, trend analyst, social media strategist – the modern book designer wears many hats, says multi-award-winning Micaela Alcaino, who’s capitalising on a renewed interest in beautiful covers. And she always reads the manuscript
Netflix has recently announced that it will offer a lower-priced subscription featuring advertising. Here, Ben Kay explores what opportunities it might offer the ad industry
Nostalgia marketing is rearing its head once again with a spate of brand comebacks and collabs that are channelling the Y2K aesthetic. But what role should brands be playing in the trend, if any?
Following the opening of Figures of Speech, a retrospective of Virgil Abloh’s work at the Brooklyn Museum, curator and collaborator Antwaun Sargent talks about Abloh’s wide-ranging influence on culture
With San Pellegrino and Lilt embracing stripped back looks, we discuss what’s going on in drinks branding, the dangers of minimalism, and how brands including Full Circle Brew Co and Sprite are getting it right
The car manufacturer has updated its branding, adapting the 95-year-old wing logo with what Saville describes as “subtle but necessary enhancements”
As the American workwear brand marks its 100th anniversary, we speak to global CMO Sarah Crockett about how Dickies balances different customer bases
A new McKinsey reports shows that placing designers at the heart of businesses enhances growth. But to truly work, designers might need to let go of some long-established habits
Fresh from working on Nike’s new spot to mark the Euros this month, Wieden + Kennedy London’s Ankita Tobit talks to us about how the narrative around the women’s game has moved on in the last few years and where opportunities lie for brands
Images of people facing suffering and financial hardship have often stumbled into ‘poverty porn’ and objectification. Is there a right way for an imagemaker to navigate this kind of work?
Are we on the verge of trading in traditional titles like graphic designer and illustrator for AI whisperer or prompt designer? CR discusses the current wave of AI art generators with Modem co-founder Bas van de Poel
A more sophisticated approach to branding and marketing is bringing crypto to new audiences. But with a ‘crypto winter’ looming, should creatives be helping to legitimise what is still a highly volatile market?
Copyright © 2022 Centaur Media plc and / or its subsidiaries and licensors. All rights reserved.
built by interconnect/it
Xeim Limited, Registered in England and Wales with number 05243851
Registered office at Floor M, 10 York Road, London, SE1 7ND


Related posts

Watch | Business Matters: Why is the government keen on fertilizer branding? - The Hindu

A fortnight ago, the government asked fertilizer marketers to ensure that from October…
Read more

Don't fall into the personal brand trap - Big Think

It’s not unusual for corporate memes to leak into everyday use. Perhaps you’ve noticed…
Read more

Beverage Branding and Pets: A Perfect Fit for Bandannas - Promo Marketing

There are so many fast-growing markets that promotional products distributors can take advantage of.
Read more

Sign up for The Pro People Community's Daily Digest and get the best of Industry updates, tailored for you.

Leave a Reply

Your email address will not be published.