Roomer Corporate Identity

Roomer Corporate Identity

Roomer Corporate identity is a comprehensive visual branding system designed for a major furniture retail establishment in Moscow, distinguished by its innovative approach to spatial retail identity. The design, created by the Russian design consultancy 12 points, features a sophisticated logotype where double 'O' letters ingeniously represent eyeglasses or binoculars, reflecting the mall's elongated architectural structure. This versatile corporate identity system, which earned a Bronze A' Design Award in Graphics, Illustration and Visual Communication Design category, encompasses a wide range of applications including stationery, outdoor and indoor signage, navigation systems, and promotional materials. The identity's distinctive feature lies in its adaptable logo design, which can incorporate both abstract forms and detailed imagery within the 'glasses' motif, depending on the scale of application. The visual language is further enriched by pattern tiles derived from stylized floor plan layouts, creating a meaningful connection to the retail space's primary function. The strategic choice of vivid warm colors, particularly orange, sets it apart from competitors while harmonizing with the architectural elements of the mall structure. The identity system successfully addresses the complex challenge of creating a cohesive brand presence that can coexist with multiple furniture brands within the retail space, while maintaining its distinctive character in various applications from large-scale outdoor advertising to small-format branded items. The design's effectiveness stems from its careful consideration of the target demographic - young urban professionals - and its strategic positioning in the central Moscow market.

corporate identity design, retail branding, furniture mall identity, visual communication, spatial design, brand architecture

— Adam Dawson