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 Together we examined its brand DNA, identifying what originally made it great and establishing this as the cornerstones of a stronger and more defined d line going forward.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.