Logo update concepts
Overview
Frames NZ has established itself as a trusted name in art framing and professional art installation across New Zealand. As the business continues to grow and adapt to contemporary trends in interior design and customer expectations, it is vital that its visual identity evolves to reflect its high standards, creativity, and relevance in today’s market.
Why Update the Logo?
The logo update marks a strategic step forward for Frames NZ—signalling a refreshed brand that honours your craftsmanship and heritage while embracing a forward-looking, design-conscious future. It supports your commitment to delivering not only exceptional framing and installation services but also a seamless and visually inspiring customer experience.
Frames NZ has established itself as a trusted name in art framing and professional art installation across New Zealand. As the business continues to grow and adapt to contemporary trends in interior design and customer expectations, it is vital that its visual identity evolves to reflect its high standards, creativity, and relevance in today’s market.
Why Update the Logo?
- Modernisation
A refreshed logo aligns with the evolving tastes of NZ clientele, who seek clean, contemporary visual experiences in both residential and commercial spaces. - Professionalism and Trust
An updated logo enhances brand perception and helps communicate the professionalism and craftsmanship that Frames NZ is known for. This is particularly important when working with corporate clients, galleries, interior designers, and art collectors. - Versatility Across Platforms
Today’s branding must function across a wide range of digital and physical platforms—from social media and websites to signage and packaging. The updated logo has been designed for versatility, ensuring clear visibility and recognition in all formats, sizes, and mediums. - Reflecting Your Craft
Framing is both a precise technical skill and an art form. The new logo subtly incorporates design cues that reflect this balance—clean lines, framing motifs, and elegant typography—symbolising the way you frame and elevate your clients’ artwork. - Stronger Brand Recall
A more distinctive, memorable visual identity applied to support material such as signage and apparel strengthens brand recognition. This is essential for word-of-mouth referrals, online visibility, and long-term customer relationships.
The logo update marks a strategic step forward for Frames NZ—signalling a refreshed brand that honours your craftsmanship and heritage while embracing a forward-looking, design-conscious future. It supports your commitment to delivering not only exceptional framing and installation services but also a seamless and visually inspiring customer experience.
The brief
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The application
Creating a logo requires us to consider the pros and cons of the possible approaches, in this case we considered the abstract diagonal vs the framed controlled delivery - here is the feedback rationale from the design team.
1. Visual Representation of Framing
Framing is inherently about structure, precision, and symmetry—qualities best reflected through clean lines and linear design. A logo with a clear, rectilinear form naturally echoes the shape and function of a frame, reinforcing the core service of the company.
2. Clarity and Professionalism
Clean, linear logos tend to be elegant, minimal, and legible, which communicates professionalism and attention to detail—essential traits in a company that handles valuable and often sentimental artwork.
3. Focus on the Artwork, Not the Brand Mark
In the art world, the frame is meant to enhance, not overshadow the artwork. A clean, subtle logo operates the same way—it frames the brand identity without drawing excessive attention to itself.
4. Timelessness and Versatility
Linear logos tend to age better than highly stylized or abstract designs. They’re more adaptable across various uses (e.g., watermarks, corner tags, signage, packaging) and suit both traditional and contemporary art contexts.
5. Alignment with Customer Expectations
Clients seeking framing services often value order, harmony, and refinement—qualities best conveyed by simple and structured design elements.
In Summary:
A clean and linear logo aligns more naturally with the values of craftsmanship, clarity, and timeless elegance that an artwork framing company like Frames NZ embodies. It visually reinforces what the business does and how it does it--with precision, care, and an eye for presentation.
1. Visual Representation of Framing
Framing is inherently about structure, precision, and symmetry—qualities best reflected through clean lines and linear design. A logo with a clear, rectilinear form naturally echoes the shape and function of a frame, reinforcing the core service of the company.
- ✅ Linear forms suggest frames.
- ❌ Diagonal or abstract forms can create confusion or misalignment with the product’s essence.
2. Clarity and Professionalism
Clean, linear logos tend to be elegant, minimal, and legible, which communicates professionalism and attention to detail—essential traits in a company that handles valuable and often sentimental artwork.
- ✅ Customers associate order and clarity with trust and craftsmanship.
- ❌ Abstract diagonals can feel chaotic or modernist in a way that disconnects from the idea of timeless presentation.
3. Focus on the Artwork, Not the Brand Mark
In the art world, the frame is meant to enhance, not overshadow the artwork. A clean, subtle logo operates the same way—it frames the brand identity without drawing excessive attention to itself.
- ✅ Minimalism complements art.
- ❌ Bold abstract diagonals may compete visually with the actual product: the framed artwork.
4. Timelessness and Versatility
Linear logos tend to age better than highly stylized or abstract designs. They’re more adaptable across various uses (e.g., watermarks, corner tags, signage, packaging) and suit both traditional and contemporary art contexts.
- ✅ Clean lines adapt to any aesthetic.
- ❌ Diagonal or edgy abstract logos can feel trendy or dated quickly.
5. Alignment with Customer Expectations
Clients seeking framing services often value order, harmony, and refinement—qualities best conveyed by simple and structured design elements.
- ✅ Linear designs communicate reliability and aesthetic discipline.
- ❌ Abstract diagonals may appeal to niche audiences but risk alienating more conservative or design-conscious clients.
In Summary:
A clean and linear logo aligns more naturally with the values of craftsmanship, clarity, and timeless elegance that an artwork framing company like Frames NZ embodies. It visually reinforces what the business does and how it does it--with precision, care, and an eye for presentation.
Concepts
Variation V2
A calmer version waiting for the surf and looking at creating some art in the meantime!
Next steps
Fire away with your thoughts and feedback, anything and everything can be tweaked and changed - bearing in mind the logo will always be seen in context, so placed on a website or business card, advertisement or apparel for example, it doesn't need to contain a website address or phone number, those details can be added separately.
