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Brand & Design Strategy
Cultural & Corporate Branding

Wolf-Gordon Rebranding

Wolf-Gordon is a design driven company. Beyond wall covering and textiles, its most important products are taste, innovation, and style. On the heels of our work designing and developing installations for Wolf-Gordon’s presence at the NeoCon Interiors Trade Show, which you can view here, karlssonwilker redesigned Wolf-Gordon’s brand identity.

Audio Commentary Marybeth Shaw, Vice-President, Product & Design Marketing

Wolf-Gordon logo evolution

Wolf-Gordon is a family-owned company that values its history. We updated the existing logo to communicate the contemporary, modern, and relevant brand they are striving to be. The logotype was slimmed down, and included a mix of customized Futura (Paul Renner) and Gotham (Tobias Frere-Jones). Maison Neue (Milieu Grotesque, Cascais) is the headline and text typeface. We then redrew the wolf emblem to match the revised logotype, and updated the overall color palette, implementing a vibrant blue as the company’s primary color.

Wolf-Gordon Stationery

Following the logo redesign, we took on the responsibility of redesigning their visual identity, inclusive of collateral materials, showroom signage, advertising campaign, and the important fabric material swatch books. The strategy was to highlight the client’s vast range of products, where patterns and colorways would be prominent elements on all company materials. This would allow the products to speak for themselves, and for the copywriting to be concise and direct. We gave emphasis to color and pattern, and presented the products in narrow strips, arranged according to Wolf-Gordon’s designated color spectrum, expressing the breadth of Wolf-Gordon’s product range.

Trade show presence is an important part of Wolf-Gordon’s marketing program. karlssonwilker designed new trade show booths, including an interactive booth for the 2013 International Contemporary Furniture Fair (ICFF) featuring Wolf-Gordon’s Wink, a paint that creates a dry-erase surface. The booth received Metropolis magazine’s “Metropolis Likes” and “Editor’s Choice” awards.

Product Related

The last phase of Wolf-Gordon’s visual identity redesign was for karlssonwilker to relaunch their website. Both the design and user experience are a great departure from their competitors and the typical online product-browsing experience. Once again, the products were the main highlighted feature, serving as a tool for interior designers to get fast access to the vast product line offered by the brand.


Since the launch, Wolf-Gordon’s XXXX trippled, etc. Please add numbers here!


We look forward to further work with Wolf-Gordon on innovative, original, and quality products.

50th Anniversary Book

Website Re-design