Rebranding Normann Copenhagen

Keenan Zucker
May 8, 2017 · 5 min read

This is my final project for my Graphic Design Foundations Studio while studying abroad in Copenhagen. Enjoy!


Normann Copenhagen is a high-quality lifestyle store offering simple yet innovative Scandinavian designed furniture, lighting, and more. Their current identity is simply a logotype of a sans-serif font, with a bold ‘normann’ and a high-tracking, all caps ‘COPENHAGEN’ underneath.

Image for post
Image for post

Looking at their website and mission statement, these quotes were particularly revealing to the identity and vision of Normann Copenhagen.

“create original and innovative products”

“withstand the test of time”

“challenge conventional thinking”

“make the ordinary extraordinary through great design”

Normann Copenhagen uses a variety of materials and colors, but focuses on wood, matte metal, and molded plastic. Recently, they have been using fun and colorful patterns in their ‘Daily Fiction’ series. Their products are usually in tune with Danish Design — simple, clean, and elegant. Their new emphasis is to push boundaries with their designs.

Image for post
Image for post
Image for post
Image for post
Image for post
Image for post
Image for post
Image for post
Product Images for Normann Copenhagen

Normann Copenhagen’s largest competitor is HAY, another high-end lifestyle brand offering a similar range of products in furniture, lighting, kitchenware, and more. However, I found HAY to be more playful, with brighter colors, and more accessible to a younger audience. Normann’s new showroom is presented more as a ‘museum’ than a showroom with no windows, and unique formations of furniture. HAY is more traditional, with lots of natural lighting in their showroom.

Key Words

Normann Copenhagen’s primary target audience, from my research, is appealing to the hip, young adult crowd. The pricing also makes the audience those who are at least middle class, with some money to spend.

Normann Copenhagen is a brand that is trying to push boundaries with their new showroom and products, while remaining a standard for timeless design. As such, they need a visual identity that reflects that change of mindset. Their current logotype is stagnant and does not represent their new focus.

Image for post
Image for post
Normann Copenhagen Showroom

Mood Boards

Image for post
Image for post
Image for post
Image for post

Ideation + Brainstorming

Image for post
Image for post
Image for post
Image for post
Logotype Ideation
Image for post
Image for post
Image for post
Image for post
Grid Ideation

Aim + Concept

Their visual identity should reflect their values to challenge everyday thinking while still having a classic and contemporary aesthetic. Subsequently, their visual identity should be dynamic a company as they are.

My main concept is to develop a dynamic visual identity that can be used across the brand. I have found there are 10 different categories of products, and there are 64 current designers. I intend to create an identity that changes based off of the designer or the category it fits into. This will allow the company to keep consistent visual language, while giving Normann flexibility in the future as the company changes.

Logotype

Image for post
Image for post
Logotype at different scales and positive vs negative

Colors

Image for post
Image for post

Typography

Image for post
Image for post

Graphic Elements

Image for post
Image for post

Here are the final deliverables I developed for Normann Copenhagen

Exhibition Poster

Image for post
Image for post

Business Card

Image for post
Image for post

Staff Uniform

Image for post
Image for post

Storefront Window

Image for post
Image for post

Hang Tag

Image for post
Image for post

Totebag

Image for post
Image for post

Coffee Cup

Image for post
Image for post

Pillow

Image for post
Image for post

Thanks for reading! This two month project taught me a lot about dynamic identities and forced me to be critical and delve deeper into what makes an identity stick. Thank you to my professor Nana for the ever supportive advice and guidance on this project and to my classmates for their observant suggestions during our critiques.

-Keenan

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch

Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore

Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store