Danze Design & Branding DANZE LOGO by Y&R Chicago, Y&R Midwest Chicago

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Media Design & Branding
Market United States
Agency Y&R Chicago
Chief Creative Officer Bob Winter
Art Director Gabo Curielcha
Designer Gabo Curielcha
Agency Y&R Midwest Chicago
Released February 2012

Credits & Description

Category: Logo Design
Advertiser: DANZE
Product/Service: DANZE
Chief Creative Officer: Bob Winter (Y&R Chicago)
Group Creative Director: Chris Hunter (Y&R Chicago)
Art Director/Designer: Gabo Curielcha (Y&R Chicago)
Media placement: Logo - Danze packaging, materials - beginning February 2012

Describe the brief from the client
In 2011, Danze, a maker of kitchen and bath fixtures, requested an update of their logo. With a name that confused people and a tired look that resembled a yoghurt brand, it was time for something new.

Describe the challenges and key objectives
Danze needed to break away from the arm’s-length austerity of high-end brands, and the frank traditionalism of cheaper brands. They needed a playful look that could still signal serious design to their core contractor and architect base.

Describe how you arrived at the final design
We reframed the brand not as a maker of faucets but as a daily water source for millions of Americans. The logo was shaped by the new ethos running at the heart of all the company does.

Water has no right angles, so the 'Chalet London' font was chosen for its bending, tubular shape. A graphic splash exits the ascender of the lower case ‘d’, representing the company’s commitment to being a source of ideas for its customers. The splash graphic was designed to be utilised as a stand-alone graphic signifier, and has become a playful proxy for the brand.

Give some indication of how successful the outcome was in the market

This new graphic system now strongly identifies Danze with its category and core purpose. And according to Danze research, its approval rating among customers was at 92% — a refreshing turn of events.