Divan Grozny Branding with Hidden Messages by Dmytro Khrunevych

Kyiv based graphic designer Dmytro Khrunevych has a talent for creating contemporary branding concepts with a surprise twist or unique inspiration. His latest branding design for Divan Grozny, a Ukrainian company that repairs and refinishes centuries-old furniture, contains unexpected elements: zodiac signs. And not just that, glow-in-the-dark zodiac signs. And how does all this tie together with a furniture furbishing company? Well, read on to find out.

With a quick glance, the concept looks like a stylish, contemporary visual identity that incorporates all the classically necessary elements in a cohesive, beautiful way: an illustrated line-drawn logo that adapts from wood to paper, a color scheme inspired by the natural materials, modern typography and several variations of line-drawn patterns for a range of uses. But beyond that, each component is thoroughly thought out and springs from several ideas.

Example the name, Divan Grozny, is a derivative from Ivan Grozny (known as Ivan the Terrible in English) with divan standing for sofa – a furniture the company works with. The throne of the Russian historical figure was embellished with zodiac signs, which Khrunevych depicted on the logo in a clockwise order symbolizing the backflow of time, inspired by the companies craft of returning furniture to their prior, pristine look. The zodiac signs printed in Luminofor light up in dark, as the Thermochromic needs warmth to show color (see videos below). The use of wood represents longevity, while the brand’s name defines the pattern and main character.