Jeff Lincoln Interiors, New York
Taking over a third generation interior design family business, Jeff Lincoln, a House Beautiful Top 100 designer, was in need of a brand refresh to help him propel his company into the next level: bigger projects and his own line of branded home furnishings. Jeff needed a brand identity to support his ambitious business strategy. A clean, minimalistic and sophisticated mark that would position him well for growth.
To establish continuity it was decided to work with his name's initials. The challenge was to give the initials the right balance of elegant simplicity and a unique presence. A broad exploration ultimately lead to a bold rendition of an interlocking “J” and “L”. An approach that gives the brand a touch of mystique derived from the world of fashion and luxury goods.
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