basyx*

Muscatine IA, USA

The basyx brand strategy development package and application roll-out was created and executed by marquardt+ to establish the basyx product division for the HON Company (HNI Industries). The company was looking for a solution to competition from foreign furniture manufacturers that were taking market share from the HON Company in the entry-level furniture market segment. The basyx logo, typography, and icons were developed to support the brand tagline of “simple, clear, easy.” A limited palette of basyx brand colors, yellow, white and dark gray, are utilized consistently throughout the brand applications with the only contrasting tones coming from the product itself in photography and installations.

For more information, visit our basyx Brand Minisite

Environmental Graphics | Print Catalog | Print Advertisements | Web+Interactive Exhibit | Retail Chicago | Retail New York

* work performed as Design Collaboratives