First Floors commissioned AllDesignOnline to refresh their branding, aligning it with their growing business and vision. While the company was well-established, the existing logo and branding no longer felt appropriate, instead giving the impression of a smaller, cottage industry.

Through initial design discussions, two core elements were identified. Firstly, the logo needed to reflect First Floors’ diverse client base, from those seeking contemporary flooring to those looking for something more traditional.

Secondly, it needed to evoke a natural, organic feel, with a clear reference to wood and life. After refining several design concepts, one logo stood out and was chosen as the final design.

To balance contemporary and traditional styles, we selected a combination of serif and sans-serif typography, paired with solid grey and a vibrant citrus green accent.

For the wood element, a modern tree illustration was created, symbolising the natural materials used in some of the flooring, while also representing knowledge, growth, and longevity.

The final logo now features across all aspects of the business, from shop signage and vehicle decals to workwear, business cards, and even coffee cups!