who you are / what you stand for / beyond your logo

Repositioning Retail

In the increasingly crowded and competitive homewares market, Dunelm recognised the need for a new corporate identity to better communicate its brand values and product range.

Taking the green from the existing corporate colours, Forum dropped the contrasting custard in favour of a more sophisticated tonal approach, replaced the traditional serif font with a contemporary sans serif and introduced a simple curve to represent Dunelm’s core range of soft furnishings and fabrics.

Together with the strapline, the new logo conveys a stylish but approachable company which offers its customers value for money and appeals to cost conscious consumers who want to achieve interior style on a budget.

Refining an Enduring Brand

We’re proud to have designed the original Jelson logo but not so precious that we don’t recognise that a logo requires refinement overtime to keep pace with a changing market place and consumer expectations.

This latest incarnation of the Jelson logo leaves the main body relatively unchanged while simplifying and modernising the surrounding elements. The result remains instantly recognisable as Jelson but sits more comfortably in contemporary advertising media, formats and creative executions.

Community Identity

As part of a complete marketing package, Jelson Homes required a separate identity for its unique 'Hallam Fields' development.

Offering 900 modern homes to suit a wide variety of households, public open spaces, landscaped areas, shops and proposed school, Hallam Fields was designed to create a entire new community and is one of the most significant developments in Leicestershire.

For such an ambitious, modern development, Forum designed a clean, fresh, modern logo in tones of blue, representing Hallam Fields open spaces and landscaped public areas in the form of a tree and abstract field.

This styling carried through all supporting literature and advertising, with the gentle, curved edges of the logo echoed throughout imagery and other graphics.

Brand Extension

Forum created the first incarnation of the strong, confident Wilkinson identity in the 1970s and, since then, we’ve been involved in updating the logo and corporate identity to reflect changing consumer expectations and the company’s own development.

Forum was also heavily involved in the development of the 'WilkinsonPlus' sub brand ,which has seen Wilkinson expand into new retail channels with an extended range, not available in store.

As well as a logo, Forum proposed the successful “What’s in-store plus more” strapline, to communicate that customers could shop from the Wilkinson Plus range online, at order points in-store, and by phone from the Wilkinson Plus catalogue.