ashley
furniture

rebrand

deliverables
‍identity
standards
extensions

Quality and innovation you can expect. Experience and satisfaction guaranteed.

Identify a dead, dying or defunct brand and give it a face lift by creating a new identity system and collection of integrated collateral.

‍Solution // Ashley Furniture, thought of as an inexpensive run of the mill furniture store, needed a real kick in the pants. The brand was re-imaged to become one that is chic, elegant, yet still affordable; one that is not your parent’s “blah” furniture store of yesteryear. The visual language is clean, minimalistic, with a muted color palette.

keywords: modern, sophisticated

two words, one idea

then: comfortable & conservative

now: modern & sophisticated

Symbol

Ashley's mark blends a modified lowercase 'A' (Goudy Oldstyle typeface) with a modern chair to make the abstract Ashley chair.

modern chair

goudy oldstyle (modified)

Ashley logomark

wordmark

Ashley's wordmark is Hoefler & Co.'s Gotham Medium. Gotham is a hardworking, modern typeface that provides a solid foundation for the symbol while mirroring the quality of Ashley's furniture.

display headlines

headlines & subheads

body copy & captions

headlines & subheads

Muted and modern, the three colors in the Ashley furniture signature are the primary corporate brand colors. The secondary and tertiary color sets are compliments of the primary colors and are to be used in a supportive role.