When it comes to Swedish design, Designtorget is an iconic brand. Founded by architect Jerry Hellström in 1993, Designtorget soon became one of the important drivers behind the Swedish design phenomenon. What Designtorget did – and has been doing ever since – was to cherry pick the best of contemporary Swedish furniture, arts and design and help distribute it to the broader mass. While doing this, Designtorget also became an important stage for young and talented Swedish designers.
Today, Designtorget has 16 stores in Sweden and Norway.
Kurppa Hosk got the honourable assignment of redesigning Designtorget, giving its brand a contemporary look and feel. The guiding star for creating the brand identity concept became Designtorget’s Scandinavian design legacy. Simplicity and clarity were the pillars for the logo that comprises the “D” and the “T” – i.e. the initial letters in Design and Torget – and that forms a balanced symbol that can be interpreted both as two objects, or if you wish, as a friendly character.
The logo is accompanied by the equally simple and friendly typeface Apercu and played down colours not to draw too much attention from the products and designers. The identity is easily applied to all Desintorget’s brand carriers and strongly contributes to a consistent brand experience that tells the story of the re-invented Designtorget.