Brand Identity
Coming out of our discovery phase, we concluded that Eternity Modern had the opportunity to truly celebrate the details and craftsmanship of their products. As a brand that works directly with the factory and even offers customers the option to use custom fabrics, we saw the product quality as Eternity Modern’s greatest point of emphasis.

As we approached the design phase, our team strived to draw inspiration from the forms created in mid-century modern furniture. MCM furniture often strikes a great balance between contemporary yet warm and organic shapes. From wider parts to thinner areas in one piece of wood, these details are not dissimilar to the thick and thin contrast in letterforms. In designing the letters for the wordmark, we wanted to capture the same contemporary and organic sensibilities and creating a custom humanist sans serif felt like the appropriate approach.

• The joints of the uppercase ‘R’ and the leg take inspiration from the wood joinery of a lounge chair and the leaf armrest.
• The curved corners of the joint wood are expressed in the corners of the counters of the letters like in the ‘M’ and ‘N’.
• The shape of the counter in the ‘O’ is slightly more rectangular to reflect the shape of a chair seat, like Finn Juhl’s Reading Chair.

In addition to the wordmark, we created a modular block system that allows their team to create visual interest for instances where an image is not available. By overlapping solid rectangular shapes, the composition begins to hint at a floorplan or an architectural structure of a modern home. Where appropriate, the blocking system can be added as a debossing effect on printed matter to create an added layer of depth and interest.

We also introduced a monogram that can be used where the real estate is limited. The monogram includes the first letters of their name “E and M” and their establishment date (2005) to celebrate 15 years as a company.