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Kramer Design
Associates
Creates New Brand Image for DeBoer's
Toronto, Ontario, May 15, 2002 - Kramer Design Associates (KDA) have developed the new brand strategy - corporate identity program, logo and store awning design - for DeBoer's, a retailer of fine furnishings. "The challenge was to take a brand image that had equity in the marketplace, and reposition it to speak to a new generation of homeowners, while maintaining its strong relationship with existing customers," states Jeremy Kramer, Principal and Creative Director of KDA. KDA's multi-disciplined team of designers developed a rich, contemporary image for DeBoer's. The team created a stronger, more fluid brand logo, selected a modern palette of bold corporate colors including, plum, walnut and soft green and introduced a secondary logo, a signature monogram, to be used as a decorative element on the store's gift labels, packaging, door handles and promotional materials. KDA then added lifestyle graphics to the fleet of furniture delivery trucks that act as a Îtravelling billboard advertisement' for DeBoer's new identity. KDA also designed the new exterior awning program, a series of symmetrically placed awnings that reinforce the new brand logo and new corporate colors, while enhancing the streetscape. Combining a strong sense of elegance, craft and tradition while preserving the de Boer family legacy, that there is no substitute for fine, genuine materials, creative design and world-class craftsmanship, DeBoer's new image competitively positions it vis à vis strong international brands entering the Canadian market.
About Kramer Design Associates Founded in 1967, KDA specializes in developing and implementing powerful brand identities, effective interior and exterior signage and design programs and comprehensive marketing initiatives for retail, corporate and entertainment clients throughout North America and the Pacific Rim. Some of KDA's designs that have become long-lasting and highly identifiable aspects of our visual landscape include the identities of the CBC, CIBC, Ford Motor Company, Toronto's Green 'P' Municipal Parking, and Vincor International, the umbrella brand of Inniskillin, Brights and Cartier. Led by Mr. Jeremy J. Kramer, Principal and Creative Director, KDA's team of graphic, industrial, architectural and new media designers creates powerful and intelligent design solutions that are solidly grounded on the clients' business objectives, backed by research and validated by uccess. KDA's work has received worldwide attention through awards, international publications, media coverage and exhibitions. For more information please visit http://www.kramer-design.com or contact: Janet Young
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