Casa Comfort is a shop located in Catania, which deals with the sale of furniture. For the launch of the first sales point we designed an identity easily recognizable, modern and elegant.
We have therefore chosen to use a serif font for the logotype, Caslon 224 Italic, flanked by a modern sans serif, the Neue Haas Grotesk. The logotype has been inserted inside a red rectangle whose measurements vary according to its use, if necessary it can become a square or rotate by 90°.
The relationship between the logotype and the container rectangle was decided using a grid 21×5 modules. The project encloses the entire visual identity that includes: brand, business card, header paper, sign.
We have faced several technical problems for the design of the shop sign.
The sign had to cover an area of 16.5 meters for a height of 60 cm, for this reason it was divided into 4 parts by 4 meters, including a final part of 50 centimeters.
The customer requested the inclusion, in addition to the brand, of key words to help the passer-by to immediately understand the nature of the product sold.
We have taken inspiration from Bob Noorda’s graphic work for the 1954 Milan underground, in order to make the use of the sign clear and immediate, especially for drivers.
Noorda was the first to theorize that the name of the stations should be repeated several times before the train stopped, so as to make it more visible to passengers during the movement of the carriage.
For this reason, we have repeated the Casa Comfort brand in all four 4-metre blocks, flanking it with the phrases requested by the customer.
In this way, drivers passing in front of the shop will be attracted by the long red stripe and the repetition of the brand.
- Agency/Creative: Studio K95
- Article Title: Branding and Visual identity for Casa Comfort
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Identity
- Agency/Creative Country: Italy
- Market Region: Europe
- Project Deliverables: Brand Creation, Brand Identity, Brand Strategy, Branding, Graphic Design, Product Architecture, Research
- Industry: Manufacturing
- Keywords: branding, logo, visual identiy, sign, business card, furniture, home, house, design