The distinctive retailer and manufacturer, EQ3 (Emotional Quotient in the Third Dimension), has launched a new logo and branding at a pivotal time in its history. During a period of expansive retail growth, EQ3 turned to the design-driven of Wedge to refresh and redefine its image. The result has been a powerful focus on EQ3’s central mission.
As the collaboration began, the visionaries of Wedge sought to understand what makes EQ3 unique, and highlight these distinctions for the world. Wedge developers discovered what drives EQ3 to be different. They found EQ3 offers fresh, functional furniture and accessories with signature Canadian appeal. This Canadian design does not refer to a specific look, but instead grows from the values that define Canadian culture: being inclusive, progressive and pragmatic. EQ3 offers a variety of venues, from twelve retail centers throughout Canada and two within the United States. There was a strong international e-commerce presence for selection and design. Founded in 2001, this company features superior craftsmanship and durability from many of their own lines, as well as featuring iconic brands such as Marimekko and Herman Miller in its EQ3+ collection.
This vibrant company had been in existence for nearly two decades, it was time to revisit the founding principles and refocus the image. Wedge focused on four main disciplines: identity, packaging, product and objectives and campaign.
Wedge’s work with EQ3 has been highlighted in the report, Three’s a Crowd Pleaser, by Brand New. “We responded by learning about their business and DNA from key teammates, companywide.” Wedge also reported on its project webpage: “We reflected EQ3’s existing truths with fresh eyes. We defined a strategic position distinctly Canadian by design. The challenge was to define what they stand for, and bring new value to what it means to be a Canadian brand in today’s culture.”
Wedge started with the logo itself. For much of its existence, the signature logo featured the brand name encased in a red rectangle with rounded corners. The recently-released logo freed the design to reflect the clean, functional products of EQ3. The bold lines reverberate the innovative company’s simplicity and purpose. Wedge inspired ways to weave the logo and design into all of its packaging, from individual pieces, to the construction of one of its newest stores in downtown Manhattan.
The objectives of EQ3 were reviewed and brought forth as the company considered every phase of its business, bringing all facets increasingly under its tenets, from auditing its production plant in Indonesia to assure humane and supportive working conditions, to reducing styrofoam in its packaging.
EQ3 has appropriately released its new logo and branding at the dawn of a new decade. The collaboration with the design team of Wedge has re-energized the look and positioned EQ3 to move forward in step with its central mission.