The Berkline rebrand began with extensive research into the company’s history to ensure the new identity honored its legacy while moving the brand forward. I explored archival advertisements, historical news articles, past branding, and previous logo iterations to better understand Berkline’s heritage, market position, and personality. This research informed a modern identity that retains the recognizable essence of the brand while introducing a fresh, contemporary aesthetic. I developed a complete visual identity system, including logo design, color palette, typography, and brand applications. The custom logomark features a subtle double meaning: the letter K is constructed to resemble the silhouette of a recliner, creating a distinctive visual connection to Berkline’s core product while also serving as a versatile standalone icon. A clean sans-serif wordmark reinforces a modern, approachable feel, while a vibrant color palette reflects the brand’s playful, optimistic personality and helps distinguish it within the furniture industry.
