USEEM
USEEM
USEEM
Useem is a visual identity project for a home retail brand which aims to bring the cultures of eight countries from around the world into one place.
Useem is a visual identity project for a home retail brand which aims to bring the cultures of eight countries from around the world into one place.
Useem is a visual identity project for a home retail brand which aims to bring the cultures of eight countries from around the world into one place.
BRIEF
Brief: We had to design the brand identity for Useem, a new home retail brand. The project began with a creative constraint: starting with the shape of a triangle and the color pink. From there, we developed the brand’s initial strategy, imagining the ideal audience, defining the market positioning, and outlining a distinctive vision and purpose. The goal was to create a strong and recognizable identity in a highly competitive market, capable of attracting an audience with high economic availability and a particular focus on craftsmanship. Target: People aged 37 to 60 who have a high economic status or have started their careers. This group is already interested in home decor and craftsmanship.
CONCEPT
Concept: Today’s cities host a variety of ethnicities and cultures within the same neighborhoods. While this enriches society, it risks fueling prejudices and stereotypes. To overcome these barriers, it’s essential to promote awareness of different cultures and traditions beyond their political or religious components. Only through mutual understanding can an inclusive society be built. Vision: Cities are becoming increasingly multicultural, and we want to be part of this change. Purpose: To unite people by letting cultures influence and enrich one another. Naming: The name comes from the sociologist Ruth Hill Useem, who coined the term “Third Culture Kids” in the 1950s to refer to people raised in a culture different from that of their parents. This term encapsulates the concept behind Useem, where a person can choose which culture they want to belong to.Payoff: One place, many cultures.
PROCESS
Logotype: For the logotype, we started with the Poppins font, adjusting the thickness of the stems to create uniformity. We then applied a slight tilt to the final "m" to suggest the brand's gradual but constant commitment to bringing and highlighting new cultures.Pictogram: The pictogram represents the concept of cultural intertwining. The three bouncing stems form the triangle of Useem, reflecting the brand's mission of bringing multiple cultures into the same place.Typography: The Poppins font was also used here in the following weights: Semibold, Medium, and Regular.Palette: The colors in the palette serve to differentiate the collections from the various cultures that Useem brings. Each color represents two different countries. For example, the Sindur Red represents Japan and India.Campaigns: The pictogram's shape is used in campaigns to create horizontal and vertical masks, on which a gradient is applied. To ensure modularity, a formula was developed using the margin measure to determine the space for other elements:Margin x3 = logotype baseMargin x1.5 = pictogram base
BRIEF
Brief: We had to design the brand identity for Useem, a new home retail brand. The project began with a creative constraint: starting with the shape of a triangle and the color pink. From there, we developed the brand’s initial strategy, imagining the ideal audience, defining the market positioning, and outlining a distinctive vision and purpose. The goal was to create a strong and recognizable identity in a highly competitive market, capable of attracting an audience with high economic availability and a particular focus on craftsmanship. Target: People aged 37 to 60 who have a high economic status or have started their careers. This group is already interested in home decor and craftsmanship.
CONCEPT
Concept: Today’s cities host a variety of ethnicities and cultures within the same neighborhoods. While this enriches society, it risks fueling prejudices and stereotypes. To overcome these barriers, it’s essential to promote awareness of different cultures and traditions beyond their political or religious components. Only through mutual understanding can an inclusive society be built. Vision: Cities are becoming increasingly multicultural, and we want to be part of this change. Purpose: To unite people by letting cultures influence and enrich one another. Naming: The name comes from the sociologist Ruth Hill Useem, who coined the term “Third Culture Kids” in the 1950s to refer to people raised in a culture different from that of their parents. This term encapsulates the concept behind Useem, where a person can choose which culture they want to belong to.Payoff: One place, many cultures.
PROCESS
Logotype: For the logotype, we started with the Poppins font, adjusting the thickness of the stems to create uniformity. We then applied a slight tilt to the final "m" to suggest the brand's gradual but constant commitment to bringing and highlighting new cultures. Pictogram: The pictogram represents the concept of cultural intertwining. The three bouncing stems form the triangle of Useem, reflecting the brand's mission of bringing multiple cultures into the same place. Typography: The Poppins font was also used here in the following weights: Semibold, Medium, and Regular. Palette: The colors in the palette serve to differentiate the collections from the various cultures that Useem brings. Each color represents two different countries. For example, the Sindur Red represents Japan and India. Campaigns: The pictogram's shape is used in campaigns to create horizontal and vertical masks, on which a gradient is applied. To ensure modularity, a formula was developed using the margin measure to determine the space for other elements: Margin x3 = logotype baseMargin x1.5 = pictogram base
BRIEF
Brief: Ci è stato richiesto di sviluppare la brand identity per Useem, un nuovo brand di Home retail. Il progetto è iniziato con un vincolo creativo: partire dalla forma del triangolo e il colore rosa. Da qui, abbiamo elaborato la strategia iniziale del brand, immaginando l'audience ideale, definendo il posizionamento sul mercato e delineando una vision distintiva. L'obiettivo era creare un'identità forte e riconoscibile in un mercato altamente competitivo, capace così di attrarre un pubblico con una disponibilità economica elevata e un’attenzione particolare verso l’artigianato.
Target: Persone tra i 37 e i 60 anni che hanno una disponibilità economica elevata o che hanno iniziato la propria carriera. Una tipologia di persone già interessate al arredamento
e al artigianato.
CONCEPT
Concept: Today’s cities host a variety of ethnicities and cultures within the same neighborhoods. While this enriches society, it risks fueling prejudices and stereotypes. To overcome these barriers, it’s essential to promote awareness of different cultures and traditions beyond their political or religious components. Only through mutual understanding can an inclusive society be built. Vision: Cities are becoming increasingly multicultural, and we want to be part of this change. Purpose: To unite people by letting cultures influence and enrich one another. Naming: The name comes from the sociologist Ruth Hill Useem, who coined the term “Third Culture Kids” in the 1950s to refer to people raised in a culture different from that of their parents. This term encapsulates the concept behind Useem, where a person can choose which culture they want to belong to.Payoff: One place, many cultures.
PROCESS
Logotype: For the logotype, we started with the Poppins font, adjusting the thickness of the stems to create uniformity. We then applied a slight tilt to the final "m" to suggest the brand's gradual but constant commitment to bringing and highlighting new cultures.Pictogram: The pictogram represents the concept of cultural intertwining. The three bouncing stems form the triangle of Useem, reflecting the brand's mission of bringing multiple cultures into the same place.Typography: The Poppins font was also used here in the following weights: Semibold, Medium, and Regular.Palette: The colors in the palette serve to differentiate the collections from the various cultures that Useem brings. Each color represents two different countries. For example, the Sindur Red represents Japan and India.Campaigns: The pictogram's shape is used in campaigns to create horizontal and vertical masks, on which a gradient is applied. To ensure modularity, a formula was developed using the margin measure to determine the space for other elements:Margin x3 = logotype baseMargin x1.5 = pictogram base