Identity review Logotype 2005

Kvadrat develops high quality modern textiles for some of the most important furniture manufacturers in the world.

Kvadrat is at the cutting edge of fabric technology and design. In this respect the previous identity was beginning to look dated. Although a radical change was not required, as the company was not being reinvented, it was important that the new identity communicated their innovative status.

The word Kvadrat translates as square. As this is not universally understood, a square icon could seem decorative, but on understanding it appears too literate. By removing the square symbol, more emphasis was placed on creating a bespoke logotype. 

A ‘presence of a square' was created by positioning the logo on a square grid. By setting all layouts on this grid a unique Kvadrat style was created. The square was also retained for more imaginative situations.

A bold logotype was required to support the multitude of concepts developed for Kvadrat, without overshadowing them, however it had to be correctly present.

Concept and typography
Howard Wakefield