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New Logo and Identity for Alinéa by 4uatre
 

before

after

Noted Mar. 23, 2018 by Armin

Industry / Retailers Tags /

About

(Est. 1989) “Specialized in furniture and decoration, subsidiary of the Auchan group, Alinéa is a French exclusivity. After 25 years of existence, 26 stores and a lot of imagination to offer its customers a wide range of furniture and decorative accessories. Today, Alinéa has around 2,600 employees. Recruited at the rate of more than 300 positions per year, our teams are on average 28 years old, dynamism to sell, a real passion for the trade, and especially they are fans of decoration. More than 15,000 pieces of furniture and decorative objects in stores from 3,000m² to 12,000m².” (Google-translated)

Design by

4uatre (Paris, France)
Custom type: Typedepot (Sofia, Bulgaria)

Related links

4uatre project page

Relevant quote
Proud of its mediterranean roots and convinced that home decor is not subsidiary, but an identity choice, the brand challenges 4uatre to reposition them on a bursting market. The agency draws the new positionning from the company’s creative DNA. Based on the idea that « diversity is beautiful », 4uatre builds a timeless visual identity, for a multicultural and approachable style.

The logotype benefits from inspired, moving and open shapes; with its double « a » monogram, taken from the Art deco mouvement, it materializes the creative energy of a brand meant to be worn, lived, part of our everyday life.

4uatre project page

Images (opinion after)
New Logo and Identity for Alinéa by 4uatre
Logo.
New Logo and Identity for Alinéa by 4uatre
Logo on a photo.
New Logo and Identity for Alinéa by 4uatre
Double-line device.
New Logo and Identity for Alinéa by 4uatre
New Logo and Identity for Alinéa by 4uatre
In-store product banners.
New Logo and Identity for Alinéa by 4uatre
Blade sign.
New Logo and Identity for Alinéa by 4uatre
Brochures.
New Logo and Identity for Alinéa by 4uatre
Icon set.
New Logo and Identity for Alinéa by 4uatre
Uniform.
New Logo and Identity for Alinéa by 4uatre
New Logo and Identity for Alinéa by 4uatre
Labels.
New Logo and Identity for Alinéa by 4uatre
Box.
New Logo and Identity for Alinéa by 4uatre
Gift cards.
New Logo and Identity for Alinéa by 4uatre
Cups.
Opinion

Described to me by email as the “French IKEA”, the old logo looked more like the “French Sherwin Williams” (a paint company for those outside the U.S.) with an overly colorful “A” and a slightly cheap-looking geometric sans serif. The new logo is much more furniture-y with a monogram that looks like some kind of funky table or chair or table-chair hybrid. It’s hard to tell if the monogram is an uppercase “A” or lowercase “a” but I kind of like its ambiguity. The wordmark is nice with the “a”s that echo the heavy angle of the monogram. Perhaps they took the “French IKEA” thing too literally as the wordmark gives off some Verdana vibes which has been the default font for all of IKEA’s materials for almost 10 years now. The applications are all decent with the logo repeated everywhere. The double-line device that builds on the construction of the monogram is somewhat interesting when it follows the contours of objects but nothing overly exciting. The use of typography seems half-cooked and thrown together — someone at 4uatre really hates leading. Overall, a big improvement in the logo and the identity could be solid with some refinement.

Your opinion…

On Monogram


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On Wordmark


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On Application


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Comments


Logo Before & After
Sample Application

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