The British furniture brand Furl has unveiled an updated logo and revised its visual approach. The company is known for compact, transformable furniture designed for the modern pace of life. Hosting a large dinner, adding extra sleeping space, or saving space in a small apartment are everyday use scenarios. All products are handmade at the company’s Nottingham facility, with a focus on materials, durability, and practicality.
The previous logo was built on heavy forms. Large letterforms were combined with a square containing an inner opening and an “fu” ligature. Despite its originality, the mark suffered from visual overload. The proportions created a sense of excessive weight, and the composition felt unbalanced.
The new version is based on soft geometry with rounded corners. The overall squareness is retained. At the same time, the strict form shows a slight imbalance in places. The letter u appears heavier than its neighbors and slightly disrupts the overall rhythm.
A key element of the updated identity is the transformation of the logo into a compact square composed of four letters. In its folded state, the mark conveys the idea of space-saving and the multifunctionality of Furl furniture. The version appears bold and eye-catching, but the elongated letter F can create readability challenges and be interpreted ambiguously.
In addition to the compact version, stepped and horizontal compositions are used. In these, the letter spacing feels excessive. A tighter setting could strengthen cohesion and visual balance.
The typography uses the serif typeface Awesome Serif. The typeface has a naive, almost childlike tone. The choice is not obvious. The font feels archaic, and the combination of roman and italic styles raises questions. Beyond the logo’s simplicity, this contrast may seem debatable, though the homelike mood and softness are likely aimed at an audience drawn to a more traditional lifestyle.
There are also successful elements within the system. Candle packaging and compositions with a tilted logo look fresh and convincing. At the same time, the overall identity still lacks a unified tone, with a sense of fragmented approaches.
Despite certain nuances, the updated design makes the brand image lighter and warmer. Furl continues to follow its own direction, maintaining a balance between furniture practicality and home comfort.