First Floors commissioned AllDesignOnline to refresh their existing branding and to bring it in-line with their evolving and expanding business and vision. Although the business itself was already well established, the general logo and branding was out of step with this, portraying a much smaller, cottage industry feel.

Following on from the initial design discussions there were three core elements that were two core elements that were agreed. Firstly the logo needed to reflect the wide spectrum of First Floors client base, from people who were seeking contemporary flooring through to those looking for something more traditional.

Secondly, the logo needed to portray a natural feel and have a strong reference to wood and life. After working through multiple design sketches and concepts, one design stood out from the rest and eventually became the final logo.

To represent the contrast between contemporary and traditional, a mix of serif and sans-serif typography was selected and this was further contrasted by using the strong, solid grey contrasted by the vibrant citrus green accent colour.

For the wood element, a contemporary style tree illustration was created by AllDesignOnline to not only reference the natural products of some of the flooring but to represent knowledge, growth and perennial.

The finished logo has been used across all areas of the business, from shop signage to vehicle sign writing, work wear to business cards – even the coffee cups!