Brand Guidelines —

The purpose of our brand guidelines is to demonstrate a proper use of our visual identity, and provide access to the core elements of our brand. Playing by these few simple rules, we are able to ensure the quality of our visual communication, in analogue- as well digital media.

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01.00 — Introduction

01.01 — Logo

01.02 — Colors

01.03 — Typography

01.04 — Photography

01.05 — Graphics

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01.00 — Introduction

The purpose of our brand guidelines is to demonstrate a proper use of our visual identity, and provide access to the core elements of our brand. Playing by these few simple rules, we are equipped to ensure the cohesiveness of our visual communication, in analogue- as well digital media.

01.01 — Logo

General —

Our visual identity includes a logo, wordmark, and logomark. Knowing the difference and how we use them is absolutely key. Our logo can be seen as a merger between our wordmark and logomark. Vice versa, our wordmark and logomark can be seen as fragments of our logo. Essentially, we should only be using our logo, as it provides the full picture. However, there will be cases where the wordmark or logomark proves to be the better option, still we would like to see our logo used predominantly, whenever possible.

It is worth mentioning, that our logomark is something we use infrequently, as it places a requirement on the audience for a prior knowledge of our brand. It can be useful as an icon, used as a favicon or app icon, but the use of our logomark should -in general- be limited.

The following section provides an in-depth description of our logo, the origin, the structure and how we use it. If you are using the logotype or logomark, you can still refer to these guidelines for correct use.

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Logo

ai, dwg, eps, jpg, png, svg

12351_eberhart_logomark

Logomark

ai, dwg, eps, jpg, png, svg

12351_eberhart_wordmark

Wordmark

eps, png, svg

Origin —

Our logo is designed by Bo Linnemann, and it has been an integral part of our journey, right from the beginning when Eberhart Furniture was founded in 2014. Although we made slight adjustments with an updated version of the logo in 2021, our intention was to stay true to the original.

Our logo transpires the silhouette of one of our assembly rings, the same which we used for some of our first products – and in our products today. It is the emblem of our work, and it represents everything we do. It is the eye of our company, the thing that you remember first, and the thing you forget last. That is the simple reason why some standards must be kept when using our logo.

Space, Place, Size —

It is important to understand how we put our logo on display, whether it is being used in digital- or print media. The designated area we have chosen for our logo is the upper right corner. Although it might seem impossible to comply with in some cases, we should keep it as a rule of thumb.

Our logo has a safe area to respect. This “clear space” is determined by the centered distance between line A and B. Do not place any graphics or contrasting elements from background photo material inside the safe areas in any circumstances.

We want to make sure that our logo is visible and readable when being used. As long we follow the basic rules on placing and spacing, the logo can be proportionately scaled to any size that seems right for the job. However, we do require a minimum size of the logo that is 90px for digital media and 20mm when used on print.

Do's & Don't —

The Eberhart logo should primarily be displayed in black, also referred to as “positive”. However, the most important thing is to keep the logo visible and easy to read. Although we do allow a low contrast between background and logo (example: using the positive logo on a dark green background), we also permit use of the logo inverted, referred to as “negative”. Still, a rule of thumb would be always begin with the “positive”.

The way we want to display our logo should seem straightforward, however. If in doubt, rather just keep it simple; less is more. Do not colorize, use effects or in any way edit the original form and shape of the logo. We understand that there are plenty of ways to go wrong, but here are some examples of what we definitely want to avoid.

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01.02 — Colors

While it is important to understand that our visual identity is black and white at the core, the use of colors play a significant part of our visual language. We use colors thoughtfully to emphasize, highlight, or to stir emotions.

Inspiration —

We draw inspiration from life and the nature that surrounds us. As we experience it through our own eyes – and those who came before us. It is a connection with our roots, the green grass of home, the earth that made us. It is a memory; the picture of a clear blue sky in spring, softly touching the ground, and a cool evening breeze dancing on a field covered in wildflowers.

Although the scenery of the island we call home has changed over the years, we have sought and found great inspiration in a group of painters dating back to the turn of the twentieth century, a group commonly referred to as the Fynbo Painters. Each of these artists within the group had their own individual style and preference to the use of colors, however. There is a softness and a human touch seen in all their paintings, creating emotions that seem genuine, authentic and true. Their aim certainly was not to portray the extravagant, but rather describing the beauty and colors of a simple life out on the country.

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