Wolf-Gordon Identity

  • Branding & Strategy
  • Print
  • Website & Interactive

As part of our ongoing collaboration, the leading wall and textile products manufacturer Wolf-Gordon commissioned Karlssonwilker to redesign its brand identity. Starting with the logo, which we refreshed with a bold new color scheme and a slimmed-down typeface (the wolf emblem got a makeover to match) we updated the rest of the visual identity, including collateral materials, showroom signage, advertising campaign strategy, and swatch books. The strategy was to highlight Wolf-Gordon's vast range of offerings and allow the products to speak for themselves. We gave emphasis to color and pattern and presented the products in engaging constellations, arranged according to Wolf-Gordon’s designated color spectrum.

Audio CommentaryJan and Hjalti talk with Marybeth Shaw
"Karlssonwilker is exceptional when it comes to differentiation in the marketplace and understanding how design strengthens a brand. Their work for Wolf-Gordon has injected excitement and energy into our brand."
Marybeth Shaw, Chief Creative Officer, Wolf-Gordon

We updated the existing logo to communicate the contemporary brand identity and implemented a vibrant blue as the company’s primary color. The logotype included a mix of customized Futura (Paul Renner) and Gotham (Tobias Frere-Jones).

Trade show presence is key to Wolf-Gordon's marketing strategy. Besides creating show-stopping sculptures in the exhibition halls, we also designed new trade show booths,  including one (ICFF 2013) that received Metropolis magazine’s “Metropolis Likes” and “Editor’s Choice” awards.

Wolf-Gordon's wide range of swatch books is one of the company’s most important sales tools.

The visual identity redesign included rethinking and re-launching Wolf-Gordon's online presence. Our strategy was to create a straightforward tool for interior designers to get quick access to the company's vast product line by swiping left and right on the catalog.  This was a departure from the less intuitive product-browsing experience of competitors. 

In 2017, Wolf-Gordon moved to a brand new headquarters on 7th Avenue in New York. We designed the office’s signage, wayfinding, and supergraphics.

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