Divan Boss

A major furniture brand with a big name. The typographic logo integrates seamlessly into the frontal silhouette of a sofa, reflecting a deliberate verbal hierarchy. “DIVAN” is smaller, while “BOSS” is larger. This design choice emphasizes the status of the person who owns this furniture.

Services
Branding
Graphic
Logo
Slogan
Strategy
Packaging
Industry
Furniture
Retail

The symbol is always presented as prominently as possible on all mediums. This approach is applied not only in printed materials but also in radio and video advertising. The message is clear: “DIVAN BOSS” belongs to the boss, boldly declaring that a boss cannot be small—a boss is always a significant, commanding presence.

The slogan is built on a straightforward and honest idea: the most important piece of furniture in the home is the sofa. The slogan completes an open, honest, and self-assured image that is not devoid of a touch of self-irony.

The intentionally grandiose and pompous name is wrapped on one hand in a monochrome, minimalist, and highly prestigious visual identity. On the other hand, the oversized logo and highly emotional photo style make it abundantly clear to the audience that there is a large dose of pure, good-natured humor at play here.

The photo style further reveals the meaning behind the name: the sofa is never empty in the images. There is always someone on the sofa—a person or a pet.

In contrast to the dense and blocky grotesque typography, a linear, very delicate illustrative
style is used for icons. The emphasized minimalism of the graphics pairs with the persistent placement of the logo within the layouts.

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Branding, Web, Graphic