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Kjellerup Væveri

Visual Identity

I really loved the old Kjellerup Væveri logo. There’s something about logos from the 1950s that I’m drawn to: the lettering, the little quirks, the feeling that there’s a bit more going on. I think there’s room for that kind of complexity again, after so much simplification. The old mark mattered to their customers, too. After an earlier redesign replaced it with a sans serif, customers in Japan missed what they recognised as a sign of Danish tradition and quality. But the mill had also become more advanced. I drew the new wordmark as a single thread, keeping details like the old-fashioned Rs while giving the drawing a little more mechanical precision.

I also took inspiration from the emblems on old weaving and pressing machines. I wanted some of that feeling of being inside an industrial hall to come through in the marks, reflecting the machinery behind the textiles. What mattered to me was giving the mill a way to show that it stands by each product and is proud to say it was made in Denmark.

Kjellerup Væveri identity with a stamped wordmark inspired by a single thread
Overlapping orange, cream and mauve woven textiles, with a small Made in Denmark label.
Each label is colour-coordinated with its pillow. It’s one of my favourite details: the mark feels like part of the product, while still being a little seal of quality.
Kjellerup Væveri written in black script on a pale background.
I drew the wordmark as a single thread, keeping the old-fashioned Rs and giving the lettering a little more mechanical precision.
A person leaning over a green weaving loom and adjusting threads by hand.
Close-up of a black-and-cream checked cushion with an olive underside and a small woven Kjellerup Væveri label.
Blue-and-cream checked, mustard and dark patterned cushions with a blue paper hangtag.
Two hanging fabric sample sets with embossed Kjellerup Væveri covers and woven swatches in blue, grey, cream and green.
A fan of woven fabric samples in muted green, blue, grey and cream, with striped and checked patterns.
Woven fabric swatches in muted green, pink, cream and grey with dark riveted sample headers.
An orange cushion and a striped cream cushion resting on a fringed blanket with pink, green, mustard and cream checks.
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