Our identity does not represent us
Danish in origin, Kvadrat develop high quality modern textiles for some of the world’s leading furniture manufacturers. Kvadrat is undisputedly at the cutting edge of fabric technology and design with 16 incorporated companies, 340 staff, 17 showrooms and representatives in 20 countries.
The previous identity was looking out of date and was no longer aligned with Kvadrat’s truly innovative status. Whilst it was clear that the company wasn’t requesting a radical brand re-invention, it was crucial that their new identity effectively communicated Kvadrat’s reputation as design industry pioneers.
Presence of a square
In Danish, the word 'kvadrat' translates as 'square' and the existing identity used literal square graphics. We wanted the new design to emulate Kvadrat's aim that their products be used for more than the obvious application.
We created a unique-to-Kvadrat design layout system that was based on a square to determine the position of all graphics and text.
We were responsible for the complete identity system re-brand from the logo to print, advertising, website and all communications for the launch of fabric collections and products by designers such as Ronan & Erwan Bouroullec, Alfredo Häberli and Tord Boontje.
Positive and popular reaction
The new identity was well received with very positive reaction from the architecture community which included an instant increase in traffic to the website.
With the new identity system and guidelines implemented, we delivered Kvadrat's marketing communications; including brochures, presentations, press packs in up to 9 languages.
We repeatedly delivered these requirements, on time and on budget with a high level of customer service and continued to do so for a period of 7 years.
Deputy Marketing Manager
Shawn Cook "Howard developed and implemented a new graphical identity for Kvadrat, which was one of the cornerstones in the creation of the global design brand that the company possesses today. Howard and his team have always provided excellent service to Kvadrat. Their timeliness, and even round-the-clock availability for urgent issues, combined with a extraordinary eye for details have given us a supplier security that goes beyond standard professionalism."
Advertising campaign to encourage designers and artists to use fabrics beyond upholstery and curtains.
Red Dress concert. Louisiana Museum of Modern Art. (3.2 tonnes of 'Divina' fabric)
Soft Cells Brochure
Specification Sheets & designer profiles in 9 languages