Shared folder with Lars (9)

Graphic Artwork
Brand Art Direction

Carried out 2017
In collaboration with Lars Beller
Illustrations by Jon Arne Berg

Å etablera eit ikon: Møbel- og produktdesignar Lars Beller, ein av Wallpaper Magazine sine «Top 20 under 40 Designers of the World».

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Icon Beller

Establishing an icon: Norwegian furniture and product designer Lars Beller, named one of Wallpaper Magazine’s «Top 20 under 40 Designers of the World».

Beller BE icon on letterhead.
The «Equal» chair from Lars Beller, an object from which part of the inspiration for the logotype was found.

Since opening his eponymous studio in 2012, Lars Beller Fjetland has established an impressive list of clients, including iconic manufacturers L. Ercolani, Knoll and Bottega Ghiandi as well as Architectmade, HAY, Hem and a number of others. Adding a human, playful touch to the logo artwork, illustrator Jon Arne Berg drew the “Lars” figure, to be used as a friendly guide across the brand identity.

Sidan han starta sitt eige studio i 2012 har Lars Beller Fjetland kjapt etablert ei imponerande liste internasjonale kundar, frå ikoniske produsentar som L. Ercolani, Knoll og Bottega Ghianda til Architectmade, HAY, HEM og fleire andre. Jon Arne Berg sine illustrasjonar av “mini-Lars” er meint å gje identiteten eit humoristisk tilleggselement.

Lars’ «Solid« table, a flat-packed high-end coffee table. [Photo: Bjarte Bjørkum]
BE 3d-printed logo icon.
Glasses and eyes icons.
The BE icon carved into the hand made «Monstera» silver salad spoons. [Photo: Sjur Pollen]
Early stage sketches by illustrator Jon Arne Berg. The idea of the Lars figure came from Lars’ infatuation with the line-drawn IKEA manual man. It provided a welcomed human touch to the identity, and for me it is a nod to Lars’ funny side, which I deeply appreciate.
To compliment the identity, a group of secondary symbols were developed, intended for detail use such as the bottom of a cup or embossed on the corner of a printed matter.
Testing the logo artwork in 3d print version to get a better feel for its formal qualities.