Thinner Product Launch

Thinner is a new line of thin tile products from Florida Tile. The line consists of three styles, Aventis, Restore, Time 2.0. The client wanted an identity to represent their new luxury flooring line. The deliverables include a logo for the main brand, a logo for one of the three product lines, a brochure for each line, a technical manual, and the cover for an A&D binder.

Design Solution

The identity uses classic black to capture an upscale feel. The idea behind the narrow image banner is to provide a focal point of interest and a product preview. Narrow lines in the main logo accentuate the idea of thinness for the brand name, THINNER. The extended proportions of the text further represent maximum area coverage. The green color supports the lightweight nature of the tile. A bold typeface is rendered in lowercase letters for the RESTORE logo. This achieved two priorities: legibility and approachability. A brown color with subtle grain lines helps to communicate the idea of wood.