The project “Forma” involves the visual identity for a Nashville-based company specialising in the restoration and sale of unique antique furniture. As part of the project, a new brand name was also developed, inspired by the Latin word for shape and form.

The name itself is closely connected to the identity concept and the idea that objects are continuously shaped, changed and acquire new meanings over time. Such objects bear the traces of use, time and previous lives, and restoration becomes a continuation of that story, not an attempt to erase it.

The visual identity explores the relationship between two different forms and two different states of an object. Through the contrast of distressed and clearly defined elements, the duality between past and present, and old and renewed, is depicted, whereby both forms simultaneously coexist and together create different expressions of beauty within the same object.

The identity system is based on the idea of continuous transformation, suggesting that objects are never entirely static, but are constantly changed and redefined by time, use and human interaction. This idea is further emphasised through the logo, symbol and illustrations which visually depict the transition between the old and renewed states of the object.