Brand platforms & strategies
Since Designtorget’s first store was opened, competition has increased immensely. Today, numerous players are offering Swedish design both in physical retail and on-line, making it harder for Designtorget to stand out. For Kurppa Hosk, the greatest challenge was to honour Designtorget’s heritage whilst putting the brand in a modern context.
Since Designtorget is a stage for design and designers, it was crucial to create an identity that didn’t overshadow these actors yet conveyed its values of playfulness, curiosity and passion for design.
Celebrating a true catalyst of Swedish design.
The guiding star for the brand identity was Designtorget’s Scandinavian legacy of simplicity and clarity. The “D” and the “T” of the logo form a symbol that can be interpreted as two objects or a friendly character. Accompanied by a systematic typographic approach and a set of sophisticated colours, these elements comprise the reinvented Designtorget brand identity.