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Glazov furniture factory is a company with 80 years of history located in a town of Glazov, in Udmurtia, Russian Federation. Glazov furniture factory has more than 500 dealers in all regions throughout Russia. The company manufactures various kinds of affordable furniture, ranging from modern to classical, and always tries to meet increasing customers' demands. The Glazov factory has to advance production quality in order to be successful in a very competitive market of Russian domestic furniture manufacturers.
The company and its competitors produce furniture of very similar design, there's no particular conspicuous design style, instead, various styles of furniture design (from classical to modern and futuristic) are used to target different audiences. That's why the company's identity can not be based on original furniture images, so we decided to base the communication concept on the original "wooden" 3D letters; words composed of such letters symbolize furniture sets. Letters make up Russian words "furniture", "bedroom" etc. or collection names; they are positioned in order to resemble furniture pieces in sets. One-color outlined 3D-letters are similar to furniture schemes and are used on stationery or over photographical backgrounds for brand identification.
3D typographic compositions combining visual and textual messages allowed the company to create strong and conspicuous visual identity and advertising style effectively differentiating Glazov from the competition.