""For a brand that hadn't visually been touched for over 30 years, with so much charisma, we were ready to dig into its past and uncover its future self.""
""We created a J that felt a little more human, more rested and seated. That simple approach became the foundation of everything else.""
""[The CEOs] wanted their loyal customers to still connect the dots within this new identity to the Jordan's they know and love.""
Jordan's Furniture has been revitalized with a new design led by Allie Hughes and TBWA\Chiat\Day. The brand, known for its community integration, sought a modern identity after 30 years. The leadership emphasized simplicity, approachability, and playfulness. A new 'J' logo was created to feel more human, with a 'wink' personality. The wordmark dropped 'furniture' to expand the brand's identity while maintaining connections to loyal customers. Ergonomic icons for homeware were developed from the logo's design elements.
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