The Danish design brand by Lassen, with its architect-designed furniture, shines like a lighthouse above a proud Danish tradition of design. The brand is based on the legacy of the two brothers Flemming and Mogens Lassen, who were active from the early 1920's all the way up to the 1980's. The two brothers played with architecture and design from a very early age and their playful approach was a red thread extending throughout their entire careers.
Each of them had his own idiom, and their respective designs therefore resulted in very different expressions. Flemming was organic, soft, and rounded while Mogens's approach was to play with mathematics and be more cubic. Inspired by the period in which they entered their careers, their playful approach towards design and their very different idioms, we have created a brand book whose imagery, iconography, content and typeform mediates to the reader the sources on which by Lassen is built. The by Lassen brand book is permeated by the company's brand promise: stringent playfulness. The book is full of stories about the two brothers and the influence they have had on Danish architecture and design, as well as offering beautiful pictures of each product.
Already on the cover of the book, an intriguing promise of playfulness is provided through a reference to the game of tic tac toe. It is a promise which is redeemed on the following pages as the cross and the circle establishes the foundation for a completely new type of alphabet in the shape of geometrical hieroglyphs. This geometry is also the starting point for graphical bulletins which visualize the qualities of the two brothers and throughout the book creates a logical, yet playful, signature explanation of which of the brothers designed which works.
The book contains explanatory articles about the two brothers' most celebrated works as well as short portraits of each of them and brand pictures of the by Lassen collection - all photographed at locations that are relevant to the time the brothers were working.
The brothers designed with a focus on their gut feelings: everything had to come together because ultimately the right result is defined by the feeling you get when you enter a room or take a seat in a chair. In other words: it's all about the feeling.
Our design process has from start to finish been focused on elevating the by Lassen brand promise; that is, a stringent playfulness that provides the reader with an experience in which everything comes together. It's all about the feeling.