Corporate Editorial Design
The reimagining of West Elm's brand identity involved a comprehensive exploration of its corporate elements, including a new type system, wordmark, abstract mark, figurative mark, color palette, and packaging/print collateral. West Elm embodies a modern, artisanal ethos, striking a balance between sophistication and sustainability. The aim was to elevate this identity by infusing it with warmth and connection, reflecting the brand’s focus on home and community.
The redesign process included extensive brand research and brainstorming sessions that delved into West Elm’s ethos, demographics, history, and philosophy. A choice was made to explore organic forms that resonate with both the brand's values and its audience. By emphasizing elevated organic shapes, each design element harmonizes aesthetic appeal with practical use.
The typography system features a contemporary blend of serif and sans-serif typefaces, Larken and Hanken Grotesk. Larken, a delicate serif, serves as the headline type for both print and digital collateral, forming the foundation of the custom logotype. Hanken Grotesk complements it as the body type, offering clarity and elegance across applications. This dual typographic approach conveys a sense of luxury while maintaining legibility and approachability.
The color palette consists of earthy tones—brown, eggshell, dusty adobe red, pine green, and blue jay—reflecting a natural and artful aesthetic. These unconventional, nature-inspired colors evoke warmth and organic beauty, aligning seamlessly with West Elm's commitment to sustainable design. The eclectic mix provides versatility while ensuring a cohesive look across all brand applications.
The logo exploration includes an abstract mark, figurative mark, and wordmark, each designed to convey key brand values. The abstract mark embodies humanity, unity, balance, and individuality through its organic forms. The figurative mark, inspired by traditional printmaking techniques, captures the timeless elegance of West Elm's furniture offerings. The logotype, featuring Larken in a stacked format, showcases fluid customization that reflects the brand’s ethos of collaboration and flow.
The print collateral is crafted with a sense of "hand production," utilizing elements like handwritten typography and recycled kraft paper. This approach fosters a human connection with audiences, clients, and suppliers, moving away from a sterile corporate aesthetic. By emphasizing authenticity and warmth, the collateral invites a one-on-one relationship, enhancing the overall brand experience.
A supporting illustrative piece features an organic form vase, incorporating the color combinations of blue jay, pine green, and adobe clay red. This illustration serves as a vibrant representation of the brand's aesthetic and can be utilized in digital collateral advertisements. It emphasizes the connection between artful design and everyday living, perfectly aligning with West Elm's identity.
The abstract mark is utilized as a pattern throughout various applications, showcasing attention to care and craftsmanship. This pattern serves as both a visual motif and a representation of design balance, embodying the intersection of aesthetic and functional design. It reinforces the brand’s commitment to thoughtful, sustainable production, adding depth to the overall identity.