Glazov: Innovative Furniture Design

Revolutionizing Corporate Identity with 3D Wooden Letters

Glazov is known for producing affordable furniture, but the design of such furniture is often generic. To overcome this challenge, the design team at 12 points, led by Oleg Vvedensky and Alexey Poteychuk, decided to focus on creating a distinctive communication concept using wooden 3D letters. These letters, when arranged to form Russian words like "furniture" or "bedroom," or collection names, resemble furniture pieces in sets. The one-color outlined 3D letters also resemble furniture schemes and can be used on stationery or over photographic backgrounds for brand identification.

The use of these 3D wooden letters in interior scenes for furniture collections adds a touch of creativity and uniqueness to Glazov's corporate identity. By positioning the letters strategically within the interior, they not only represent the furniture sets but also serve as a visual representation of the brand. This approach allows Glazov to showcase its wide range of furniture styles, from classical to modern and futuristic, targeting different audiences without being limited to a specific design style.

The Glazov project, which took place between 2010 and 2011, faced the challenge of differentiating the brand in a market saturated with similar furniture designs. However, by incorporating the 3D wooden letters into their communication concept, the design team successfully created a strong and memorable identity for Glazov. The use of plastic letters in interior scenes adds a playful and creative element to the brand, while still maintaining a sophisticated and professional image.

This innovative approach to corporate identity design has garnered recognition and acclaim. In 2014, Glazov's design was awarded the Silver A' Design Award in the Graphics, Illustration, and Visual Communication Design category. This prestigious award recognizes designs that demonstrate outstanding expertise, innovation, and artistic skill. Glazov's use of 3D wooden letters has not only set it apart from its competitors but has also created a visually stunning and memorable brand identity.