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d line unveils revitalised brand identity
In collaboration with Norm Architects and Studio C, our heritage architectural hardware brand d line has developed a fresh brand identity and tone of voice as part of our comprehensive, strategic repositioning as a modern design brand.
The brand revitalisation is about refining something existing, to align it with our communication of both our past and our future.
As a nod to our heritage, the brand’s new visual expression of logo, typography, colour principles and image style has a recognisable and conscious synergy with its previous visual identity. Its development has been about distancing us from our former incarnation as a technically focused production company, to define us as a design and lifestyle brand.
Incredible propositions have been lost within our formerly complex brand hierarchy – propositions we are proud of, from our beginnings with Knud Holscher’s vision for a cohesive range of architectural product solutions, to our recent collaboration with Bjarke Ingels on a state-of-the-art smart lock. All of this has now come to life in a stunningly produced, coffee table-style brand book.
Creative collaboration for a creative company
Norm Architects developed our new brand platform, bringing in graphic design company Studio C to realise the visual language, and communications consultant Kate Poulsson Johnson to develop our tone of voice and messaging.
The collaboration with Norm, an architecture studio that understands d line from both a brand and a customer point of view, led to our heritage being brought to the foreground as one of our greatest strengths.
“d line’s design is classic and loved, but it had lost relevance in today’s market and its myriad sub-brands didn’t speak to its customers. Together we examined its brand DNA, identifying what originally made it great and establishing this as the cornerstones of a stronger and more defined d line going forward. Being architects and designers, working with d line has been a dream for us – its heritage and the designers associated with the brand make us proud to be involved. We operate seamlessly in the same industry, and are naturally interdependent of each other. That’s what makes this partnership meaningful. “
Katrine Goldstein, Managing Director, Norm Architects
New d line door closer programmes open
In response to increasing requests by architects for door closers to complement the enduring aesthetics and quality of our architectural hardware, we’re launching two new programmes of door closers to meet a clear need. These programmes are d line advanced and d line essential.
Knud Holscher, who created our launch collection back in 1971, is responsible for the external design and finish for both programmes, while for the internal working parts we have chosen to work with leading access control experts.
d line advanced
The d line advanced programme is a premium line for which we chose to work with Dormakaba because of its reputation for consistency, convenience, functionality and excellent quality.
From rack-and-pinion to floor spring, every d line advanced cam action door closer is swift and easy to install, is CE-certified, and features a sleek, minimal cover design by Knud Holscher in signature d line AISI 316 stainless steel. The result is advanced, perfectly functioning internal components with advanced, perfectly finished materials and design.
d line essential
For the d line essential programme, we’ve created simple, quality door closers that are robust-yet-less-complex as a universal option that’s correspondingly priced.
Each piece in this programme is competitively priced and features well-functioning, well-engineered mechanisms beneath AISI 316 stainless steel covers by Knud Holscher. Neat-bodied and cam action, every door closer in this range is also CE-certified.
quality, inside and out
The result of our collaboration and efforts is a comprehensive range of door closers, each designed to our belief that every element of a building’s practical details – even those that are unseen – should be of the very best quality and design.
Discover more here.
d line on Surface Magazine’s The List
An unsolicited stamp of approval has been made on d line’s enduring designs by American contemporary design magazine Surface, whose pages are filled with stories and inspiration across the worlds of architecture, art, design, fashion and travel.
The magazine found d line via our Instagram account, which is filled with images and films by Norm Architects, of the shapes, detailing, process and product families that we are d line are proud to share.
The List is Surface Magazine’s curated gathering of brands, from big names to emerging talents, that it considers to be of the very best calibre. These include huge international players such as Hermés, Dior, Bvlgari and Chanel, and Danish design brands whose values of timeless, well-crafted, innovative design d line shares – brands such as Georg Jensen, Kvadrat, Carl Hansen & Søn and Fritz Hansen.
On the d line page on The List, our brand is described by Surface as:
“d line is an aptly named hardware company that connects Danish heritage to contemporary design. Its products embrace the timeless minimalism of the mid-20th century, adding an understated sophistication to architecture of today.”
Find our place on The List here.
BIM – d line to download
Greater collaboration, informed decision-making, easier project management and faster construction – the benefits of Building Information Modelling (BIM) are many, which is why we’ve invested in this innovative technology to make the top 200 d line products available for architects to download.
Accessible via our website as .dwg, .ifc and .rfa files ready to insert into drawings created in programmes such as Revit or ARCHICAD, these BIM files provide designers with up-to-date, technically relevant information, all at a click.
Links to each product’s downloadable BIM file are found under the ‘item details’ of a product page’s ‘product information’ section. When a BIM file is downloaded and placed, the corresponding product – complete with item number – can be specified for entire builds right from the drawing.
The result? Seamlessly created product lists without the need for cross-referencing, all of which eases communication with on-site teams.
To start your BIM journey, go to our products page.
Some of our objects have also gone live on the NBS National BIM Library. Check them out here.