Design Within Reach came to Alexander Isley Inc. to help launch DWR Contract, a professional, trade-focused division of the legendary Modern furniture retailer. As part of their work, they developed a brand platform, key messaging points, and a new visual identity program.
The new DWR Contract logo incorporates the letterforms, colors, and proportions of the original Design Within Reach consumer logo while maintaining its own distinct visual personality. The approach is modular, scalable, and easy to co-brand, reflecting the nature of large-scale contract furniture programs. The new logo was developed to work in concert with the master Design Within Reach mark when needed.