Flat 6 Concepts is a Luxury branding agency based in Los Angeles : The new Nicole Sassaman showroom in Los Angeles - a case study in luxury branding, by Flat 6 Concepts

When renowned interior designer, developer, and lifestyle extraordinaire Nicole Sassaman, approached me to partner with her in developing a whole new brand for a brick and mortar lifestyle showroom, I was thrilled! I knew Nicole wanted to do it right. As in many professions, "doing it right" meant she had the appropriate budget allocated for the project.

So, the first line of business was to name her new Los Angeles showroom. Naming is always key and never without challenges. Names were tossed around but nothing clicked. We initially toyed with her other trademarked name, DESIGN LIFE, but I knew it wouldn't translate properly for a lifestyle store. From the very beginning, I was adamant about using her name. She wanted to avoid carving her name on the side of a building, but I knew it would be the most prudent choice. Firstly, her name is unique, catchy and has a great flow to it. Secondly, and most importantly, she had name recognition in the design community. Known for her refined design aesthetic, and her numerous guest appearances on shows on HGTV, The Style Network and the local Los Angeles NBC and FOX affiliates it was without a doubt the obvious choice. So it was decided. NICOLE SASSAMAN it would be.

After the naming, came the design of the brand identity.
I wanted the logotype to be clean, simple and elegant. But in today's world, that's not enough. Too many high-end companies named after designers adopt that same approach. Have a look below at the similar fonts used in the logos of Tom Ford, Saint Laurent, Michael Kors, James Perse, or Chanel - and that's just in the fashion industry.

Cut from the same cloth? Logotypes of some well-known fashion brands.

It needed to go a little further than that.
I wanted something that when people drove by the showroom, they would notice the sign not because it was in neon red, but because of it's quiet, bold and original design elements that conveyed a sense of sophistication. I wanted something that would pique one's interest when they saw a customer holding one of the shopping bags, enticing them to find out more about the brand and its wares. The fine line we tread as branding designers is to be bold and distinctive, without being loud or uber trendy just for the sake of being different. (At least in my case it is.)
I always loved Franz Kline's work and I knew that one day I would have the opportunity to incorporate his timeless abstract bold black and white strokes in my work.
Well, Nicole's project was just that opportunity and I think it worked out pretty nicely.
I just wished Franz was around to approve.

MAHONING by Franz Kline, 1956.

Abstract branding design by Flat 6 Concepts

I knew after developing such bold elements, we would need to balance them out with something a little "quieter" a little more refined for the logotype. I chose a font called VANITAS set in regular type and added a 0.05 pt stroke to it.

Nicole Sassaman logotype set in the font VANITAS.

When combined, the abstract black and white design, paired with the logotype, resulted in something memorable and distinct as seen in the applications below.