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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 Together we examined its brand DNA, identifying what originally made it great and establishing this as the cornerstones of a stronger and more defined d line going forward.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
Danish design classics for the Danish homes
Today we launch our Danish webshop with a carefully selected range of quality products from the Knud Holscher, Arne Jacobsen and Bjarke Ingels Group collections.
Since the conception our very first coordinated line of architectural hardware in 1971 together with Knud Holscher d line has positioned itself as the leader within innovative architectural product solutions to a vast range of building projects.
Together with a wisely curated selection of designs from leading icons like Arne Jacobsen, Knud Holscher and Bjarke Ingels Group, we are now ready to offer our design classics to the Danish consumer market.
Coat hooks, towel rails, lever handles, toilet brush holders, toilet roll holders, thumb turns and key escutcheons are just some of the classics that we will be offering on our new webshop. Designs that compliments rather than distracts, that supports and underlines the architectural solutions rather than overpowering them. Our collections are visually and functionally interconnected so that they endure in the modern bathroom, hallway or kitchen.
Being a modern design brand
The move into the business to consumer market is part of d line’s comprehensive, strategic repositioning as a modern design brand which launched back in November 2017. Our mission is to be universally known, coveted and admired for the uncompromising endurance of its design, craftsmanship and quality. By taking the first steps into the consumer market d line is closer to becoming a design and lifestyle brand.
A preview of what to come
With the launch of our webshop we are also revealing our latest design collaboration, which is available to the public in 2019. For d line Bjarke Ingels Group has designed the distinctive Pebble series, consisting of a selection of bathroom accessories and a matching lever handle. The playful collection is inspired by a pill’s futuristic, balancing elliptical shape that leads the mind to sci-fi scenographs of another world.
We look forward to welcoming you to our new store. Click here to go to the site.
d line designs, now in fresh colours and finishes
Having seen a need for our enduring designs to come in a wider range of aesthetic options, we’ve developed a line of different colours and finishes for our architectural ironmongery and bathroom accessories.
Most pieces in our Knud Holscher and Arne Jacobsen collections can be created in these finishes, but in accordance with our efforts in sustainability, they’re done so on a bespoke basis
Our products have long been created in premium metals (see below), but now we’ve added to the possibilities in both aesthetics and hygiene, through our work with physical vapour deposition (PVD).
With it we can now create our levers and sanitary ware in a brushed satin or a polished finish, in gunmetal, copper, charcoal and brass.
The use of PVD also means a warmer look can be created with our designs. Our development of the four finishes has resulted in combinations of materials and colours such as charcoal against smoked oak, while the brass was added for the low-fi glimmer it provides in darker spaces within restaurants, hotels and private homes – an elegant look that fits with our belief in timelessness over trends.
Four sophisticated solid RAL colours join our offer, created to pair with our minimal designs. The colours occupy a scale that starts and ends with Black and White as its two extremes, with darker, richer Dusty Grey and paler, cooler Telegrey occupying the space between.
The colours are created as much with mixing as with matching in mind – both to other sanitary ware and to purpose. Bathroom accessories in white, for example, are perfect for spaces like hospitals, as white denotes cleanness and implies sterility, making patients feel reassured.
With our solid metals, nothing changes – AISI 316 stainless steel and brass have long been our metals of choice, because they never date and meet our exacting quality standards.
We’ve always worked with solid brass because it wears and patinates over time to develop a beautiful effect.
Discover more about our colours and finishes here.
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.
Introducing Touchless sanitary ware
Timeless, hygienic and sustainable; introducing Touchless to our series of architectural sanitary ware.
Technology and innovation meet timeless design in Touchless, a newly launched addition to our series of cohesive, modular architectural sanitary ware.
Designed by Knud Holscher, the sleek Touchless pieces continue the d line curved iconography, with their rounded edges and functional circular hole detailing, all while embracing the latest innovations in motion-sensor technology.
Its lines are minimalist and the result is too – the Touchless range honours our classic, unfussy aesthetic; reduces the spread of bacteria by eliminating buttons and pumps; and is formed of AISI 316 steel – rust-resistant, non-corrosive and marine quality – to withstand high traffic, humidity and, most importantly, the test of time.
Our new Touchless sanitary ware consists of a hand dryer, paper roll dispenser and soap dispenser.
Being part of a heritage Danish design brand
Now is a great time to be part of a heritage Danish design brand. We are in a time where people demand more quality, they have an interest in sustainability and are certainly brand aware.
The era of poorly made, easily replaceable or imitation products is coming to an end. In this waste-aware environment, people look for strong products that stand the test of time. These products don’t just look like design classics, they behave like them too, delivering timeless design constructed to superb quality standards. They are products with strong roots and proven integrity in their craftsmanship. I’m very proud that this is what we create at d line.
I have been part of d line for over 25 years, and in that time have met many incredible people – from craftsmen to distributors to architects – and have seen our products grace many incredible projects. I’m as proud of the growth we have experienced as of the new areas we have pioneered and succeeded in. It shows that, despite many changes to the company, d line has remained a brand that is admired for its close attention to quality and for its strong and minimal design ethos. Design that endures both in its style and in its strength.
Our products are present in some of the world’s most beautiful buildings, designed by some of its most acclaimed and ambitious architects, and we have long and valued relationships with studios all over the world. In our work with them we are organised and smart, going to extraordinary lengths to specify total, modular and bespoke solutions across architectural hardware, sanitary ware and barrier-free solutions that will complement their vision. We are building on those relationships we have, while we continue to build new ones.
As we have always done, we continue to do what we do well whilst always looking forward. We look to new streamlined ways of working, to building these new relationships and to adapting and designing new products some of which are the first of their kind in the world.
As we move into fresh areas that meet new and emerging needs, this is indeed a great time to be part of d line – a heritage Danish design brand.
Hans Christian Petersen – Chief Executive Officer