Cross Brand Design Services(R) 5

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B R A N D A E S T H E T I C S
Northwest Modern Heritage Modern Industrial
– Simple designs, utilitarian
– Form is defined by function
– Absence of decoration
– Emphasized connections, brackets &
components
– Geometric patterns
– Powder coated finishes
– Emphasis on metal and mixed materials
– Form is guided by function
– Understated
– Influenced by bring the outdoors in
– A focus on wood, joinery and craft
– Absence of stains
– Streamlined geometry
– Honest materials
– More referential of historical influences
– Higher level of detail & decoration (turnings,
connections, moldings, ornamentation etc)
– Curved lines & turned forms
– Warm stains & antique finishes
– Emulating aged qualities from the past