Front London is a retailer specialising in bespoke designer rugs. Front are the first handmade rug showroom in the UK to exclusively present the work of multi-award-winning rug designers, Jan Kath, Zoë Luyendijk and Michaela Schleypen.
Front approached us because they thought that it was the right time to turn a page in the Front story, the company had come a long way since it’s inception and the old identity didn’t represent the current state of the business.
The logo we developed is simple, yet unique and recognizable both in small, as well large sizes. The concept of symbol slightly evokes the drawing of design plan, parallel and perpendicular lines are placed in a form of letter F. But the precise definition for this would be: It is an F, formed by rugs, masked by circle.