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.

We drew inspiration from three things:

Craft - The immaculate quality and craftsmanship of rugs, as well as service provided by Front, speaks for itself. Therefore it was important to craft an identity, which would be on par with products represented by Front. 

Architecture - While looking at visual representation of space in architectural and isometric drawings, we were inspired to play with the negative space in the circle, using it to form the F. 

Art - Beautiful space (interior as well as architecture) is a masterpiece on its own. This led us to research artists using graphic visual language with architectural qualities. So it is undeniable that Sol LeWitt & Piet Mondrian among many others were an inspiration.