Client:

Company "Plate Materials" is engaged in the sale of furniture components (worktops, edge, facades) and plate materials, services for processing of plate materials in Tula and Tula Region.

Task:

The company works since 1998, during this time, gained loyal customers and a high enough share of recognition in their region. But, recently the situation began to change for the worse in connection with the policy of dumping prices of competing private companies, with their more flexible terms of service. The company has applied to the Rekana c asking for help in building a strong brand for the purpose of detuning from the competition and create maximum customer loyalty with a focus on the position of the official dealer of leading manufacturers (Rehau, Egger, Dyat'kovo). 

Solution:

To emphasize the scale of the company, its official status and geographical "binding" to the region was proposed the slogan "Furniture in Tula starts here" and developed a catchy associative name TULEX.

For the center of furniture innovation TULEX designers offered a bright, geometric style. Logotype is unique stylized typeface, which is representation of a route from a point T to the point X, i.e. from buying advanced furniture solutions to create the finished product. The pattern is based on the same idea. The structure of logotype due to the transitions from letter to letter also also looks like the trajectory — it symbolizes the vector of development and moving forward of the brand.

Color scheme was based on the contrast of warm and cold (deep indigo and fiery red), to enhance the dynamics inherent in the concept of the logo.