Branding & Strategy
Website & Interactive

Wolf-Gordon Identity

Wolf-Gordon is a design-driven American 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), we redesigned Wolf-Gordon’s brand identity.

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

Wolf-Gordon logo update

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 became. The logotype was slimmed down, and included a mix of customized Futura (Paul Renner) and Gotham (Tobias Frere-Jones). Maison Neue (Milieu Grotesque) 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 update, we took on the identity, inclusive of collateral materials, showroom signage, advertising campaign, and their 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. We 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.

Wolf-Gordon's wide range of swatch books are one of their most important sales tools.

Another very important part of Wolf-Gordon’s visual identity redesign was to rethink and re-launch their online presence. Both the design and user experience are a departure from their competitors product-browsing experience. Focusing on their vast product catalog, the website served as a straightforward tool for interior designers to get fast access to the vast product line offered by the brand. Swiping left and right, one quickly and intuitively engages with their products.


Web Development: Rubenstein Tech

50th Anniversary Book


In 2017, Wolf-Gordon moved to their brand new office on 333 7th Avenue, New York.
We, at karlssonwilker, designed the signage, wayfinding and supergraphics.