According to the company, the rebrand has envisioned the identity as a sum of its parts as opposed to individual elements.
Decorex Africa's new curator Bielle Bellingham, a former décor magazine editor, commissioned Robyn Newham to take on the task.
Newham is an independent design director based in South Africa, specialising in human-centric design and three-dimensional brand expressions. For Newham, four key principles informed Decorex Africa's new brand identity, which are:
- platform
- play
- authority, and
- flexibility.
Decorex Africa's new identity needed to be a platform for culture, community and storytelling while making space for the play and delight intrinsic to the thriving design industry. This is to achieve the representation of multiple partners and seasonal design trends.
Additionally, it needed to be flexible enough to make it future-proof and adaptable for an integrated, 360-degree rollout.
"These form a base from which to collaborate and a platform for the event’s partners and for African storytelling. It's simple, yet intelligent design that allows for agility," concludes Newham.
According to the brand, Newham has created a flexible system of standardised, modular components that can be adapted to different locations.
For more information, visit
www.decorex.co.za. You can also follow Decorex Africa on
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