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Standard will introduce in Stockholm Furniture & Light Fair new brand visuals



Standard is now in Stockholm, at the largest and most innovative furnishing trade fair in the Nordic countries – the Furniture & Light Fair. And this time around we have a reason to be extremely proud: we have been working on renewing the Standard brand concept since last autumn to better reflect our future vision and values. Our renewed brand will be unveiled to the public in Stockholm, and this will help us compete at the same level as the world's top players in creating hotel and office furnishings.


75 years of operation is not our age – rather our experience in design, production and the creation of work environments. This is solid proof that we know how to create the best hotels and offices. Our long history has also meant continuous development and growing quality, as evidenced by our diverse global portfolio, strong references and good international reputation. With the help of top architects and interior designers, we have created thousands of hotel rooms and offices around the world. Each new project has taught us how to make room solutions even more functional and user-friendly.


Standard’s brand innovation is not accidental, nor is it final yet. In the last few years, we have been placing significant emphasis on internal change. Investments into the working environment, production, product development, our processes and people have made Standard considerably more competitive. But we aim to achieve more! We know that it is possible to be even better, and there are many challenges ahead in becoming the real masters in our profession.


Our journey continues and living up to our name – Standard – gives us inspiration and sets a clear target for further action. Standard is synonymous with quality, and for us it means the constant pursuit of perfection. We have aimed to become the best both in what we do and in how we do it. We want to be long-term partners that help you to shape a better living and working environment around your people.


At the heart of our renewed brand is a logo that emphasises the meaning of the name Standard. A logo that confirms our quality – that every detail is at the right time at the right place, creating a functional whole for both work and rest from work.


The introduction of the logo and implementation of the identity of Standard, which supports it, will gradually be introduced over the course of 2019 – together with our work to continuously become better.