THIRD STORY SOFA LOGO

ABOUT THE COMPANY

Third Story Sofa, aims to deliver exclusive apartment furniture and decor that furnishes rooms with presence, taste, and satisfying comfort. Each collection released is exclusive to pop-up locations and limited in quantity, making it a special and unique part of your home. Designed and manufactured in Canada, the products are 100% made from sustainable sources; embracing designer-like quality and appearance, yet affordable for professionals and students alike. The company is passionate about art and culture, and believes that apartment furniture and decor should be novel, collectable, and personal, without the expensive costs that come with designer pieces and artwork.

CLIENT GUIDELINES

Brand Identity: A perfect blend of contemporary youth culture and industry style living
Key words: Sophisticated, simple, mysterious and ambiguous
Logo should not blatantly have furniture
Preferably in black and white

IDEATION & BRAINSTORMING

Our team first began by freely brainstorming and throwing ideas around. By the end of the meeting, we had a clear idea as to how to approach the logo and each began to create our own medium-fidelity logo ideas. One of my biggest challenges while creating this logo was making sure that the logo embodied the brand while also not alluding too much to furniture. I began sketching and thought to use the concept of steps to represent stairs in a three story building. The three steps not only represent the third story, but also hint at the craftsmanship that is put into creating each piece of furniture. When each step is stacked together it appears to be a stack of wood, thus showcasing the quality put into creating unique pieces from real Canadian wood and sustainable sources. After several rounds of iteration and client-feedback, the logo was approved and used in the final Third Story Sofa mobile app and online website.