Danesmoor Group Branding

The Danesmoor Group is the UK’s largest independent conglomerate of KBB businesses and specialises in the sourcing, designing and production of furniture based products.

Its facilities in County Durham cover a wide range of commercial and manufacturing based enterprises, from spacious warehousing to state-of-the-art production facilities. The group has grown from its origin as a local hardware store to offer an unparalleled range of services and product solutions, accommodating global influences and working with leading brands in the supply of furniture components. The Danesmoor umbrella encompasses three companies: PWS, Danesmoor and Life.

The Danesmoor Group was seeking to consolidate its identity as the parent
organisation of its constituent companies by utilising a branding scheme that could be broadly applied across group assets and communications. It aimed to implement a recognisable corporate brand to lead the business forward through the 21st century. This brand needed to reflect the tripartite composition of the group and incorporate its founding values and ethos.

“A monochrome palette has been used to reduce distractions and allow the shape of the trademark to tell the story. Monochrome is minimalistic by default, thus offering the opportunity to highlight a message or call to action in a single contrasting pop of colour. The effect is to reinforce the brand instead of diluting it with colour.”

Graeme Smith