This brand design takes the curved, organic forms of furniture design and translates them into a clear corporate identity. The variable graphic element replaces the “o” in the wordmark and is always in motion. The combination of this evolving shape and the geometric typeface Sharp Sans creates an exciting interaction that is also a nod to Niuform’s products. The look is minimalist and simple, and additional elements are deliberately omitted. Black and white, clear, contrasting, striking: that is Niuform.