– Robyn Newham, design director
An iconic brand, reimagined
To evolve the Decorex brand identity in a manner that paid homage to its legacy, while leading it into the future, it was necessary to create a system that allows room for play and evolution, while envisioning the identity as a sum of its parts as opposed to individual elements.
The process of reimagining Decorex Africa’s look and feel was guided by four key principles: platform, play, authority, and flexibility. Representing multiple partners and seasonal design trends, the identity needed to be a platform for culture, community and storytelling – and to make space for the play and delight that’s intrinsic to a thriving design industry. It was important to establish the status of Decorex as the continent’s largest decor and design exhibition, while also providing the flexibility that would make it future-proof and adaptable for an integrated, 360-degree rollout.
Informed by empathy as a tool that connects brands authentically to their audiences – and the belief that that’s what human-centric design is all about – the outcome of this reimagining is a classic logo and flexible grid framework. These form a base from which to collaborate and a platform for our partners and for African storytelling. It’s simple yet intelligent design that allows for agility.
– Robyn Newham, design director
