Monocut
A precise, technical, and minimal identity that embodies Monocut’s mastery in furniture design.
Services
Brand Strategy
Identity
Digital
Print
Introduction
Fine, functional furniture. Monocut is the studio run by British furniture maker, Simon Howell. Based in Nottingham, UK, Simon works alongside clients to produce bespoke furniture solutions, with the main medium being wood.
Simons’ approach is one of care and craft; striving to deliver only the best quality output by sourcing the finest materials. His personal mantra, ‘measure twice, cut once’, which is the studio’s namesake, is reflected in the quality of the finish in all of their output, both client and personal.
The Brief
Monocut’s output is built on precision and attention to detail, and they needed an identity that would showcase that.
We needed to create a simple yet bold framework that complements the studio’s work. The visual language had to reference the bespoke touch of Monocut, while not overriding and distracting from their craft and furniture, and the wordmark and logomark needed to work within the structures of the furniture pieces.
The Output
We created an identity that revolves around a bold, sharp, and geometric custom-designed typeface. A signature feature of Monocut’s furniture is the use of 45-degree angles; we incorporated these angles within the typeface, with emphasis on a 45-degree cut within the ‘M’ character.
The custom typeface has two weights; the first being mono weight, which implies the cut lines within the furniture design. The second is triple weight, representative of the layers within plywood.
A full suite of assets was designed, including presentation templates, iconography, stationery, website, and social media assets.
Digital
To create a clean and simple yet engaging digital presence, we crafted a bespoke website that includes features like ajax page transitions and playful UI elements.
