odosdesign gives new look to federico giner's school comeback

odosdesign gives new look to federico giner’s school comeback
(above) new finishes colours for their traditional pieces
all images courtesy of odosdesign

for more than a century, the vast majority of the spanish educational facilities have been equipped with furniture made by a valencian firm. they are their classic green desks, the grate folding chairs or the movable arm tablet desks; iconic pieces that have been with us throughout school and have had the privilege of watching several generations of spaniards grow up. the company in charge of manufacturing these products is federico giner, a valencian firm from tavernes de la valldigna. the firm is now presenting a new image in order to face a new stage full of challenges posed by the new educational environments.

federico giner’s classic chair with a new color

a total renovation of their graphic materials, with a new corporate image, art direction, catalogue edition and even the revision of their traditional pieces with new finishes and colours developed by odosdesign, a comprehensive design agency. ‘the new brand keeps its essence and experience as a centennial firm, as well as their products do. it also embodies its renovation and its investment in evolving into this new stage. with all this in mind, we have not only developed a new corporate identity, but also a whole new communication campaign narrating its evolution. it is visible through its art direction, corporate stationery, catalogues and social media communications’, ana segovia, designer at odosdesign, explains.

video courtesy of odosdesign  

since the company is looking ahead, but proud of their history, their logo could not radically break with the company’s past. thus, the redesign of the corporate identity meant modernizing the brand image taking from the foundation of the preexisting image. ‘we worked on the same structure, but updating its shape. we have elongated its lines, its fonts have been renewed, and its lines have been centered. we have used a much more contemporary palette of colours, with textures and tones used in classroom materials’, maría mengual comments, designer at odosdesign.

new catalogue – secondary

the company’s corporate stationery has been designed to instill the highest degree of sensitivity, with graph paper patterns reminding us of our school days, and subtle colours evoking warmth. the whole trademark launch goes along with a series of pictures where the firm timeline is narrated by means of slight peaks. along with all these graphic materials, the studio is already working on their first catalogue for federico giner, where pre-existing furniture collections have been updated with a new chromatic line promoted by odosdesign. 

new catalogue – university

the art direction for new catalogue was also managed by the studio, showcasing the new products in five different environments: a preschool classroom, a secondary classroom, a dining room and a lab. ‘in order to show each of the references, we chose conceptual and modular settings with an open architecture where the piece of furniture is presented in a very visual manner, accompanied by real-life models: as if they were stage wings, we placed the product and matched the walls and floors to the different atmospheres created’, ana segovia explains.

new catalogue – lunch room

the catalogue, which will soon be available to the public, keeps the strategic art direction plan devised by odosdesign with which they will soon go back to school, having the expertise and security a firm like federico giner has, with a brand completely renovated and adapted to the 21st century challenges.

federico giner’s products

new corporate image

stationary 

new brochure

new logo 

social media campaign

social media campaign

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edited by: juliana neira | designboom