Recharge Conference

Project Details

Recharge is the annual Howdens Joinery Suppliers Conference. 

I used negative space to create the brand identity. The idea was the negative space around the plug creates the shape of the letter ‘e’. The plug represents power and idea of recharging.

Intro statement

I am excited to host you at our first event for over 10 years where all IS staff are in one place at the same time. I do hope you will use the opportunity to meet and talk with other team members, soak up the speeches, and take part in some challenges. Andrew Livingston will be joining us in the evening for a speech and dinner. The following morning, we will head to Northampton to tour the Howdens EXPO a showcase of products and our new depot format and branding.

Utilising negative space

The colours used were inline with the Howden’s Joinery brand of Red and Black, with shades of grey. Supporting brand elements were to also convey the idea of recharging with loading bars and even a metaphor relating to your appetite conveying this theme. The use of negative space can be used as a beautiful mechanic to create a sense of intrigue within a brand identity. It encourages the user to take a second (or third!) look at the ident as the viewer discovers the double meaning of this space. The best example I have seen of this can be seen in the FedEx logo which is so eloquently executed many people I have spoken to have even missed it. It is seamless in its execution.

I am excited to host you at our first event for over 10 years where all IS staff are in one place at the same time. I do hope you will use the opportunity to meet and talk with other team members, soak up the speeches, and take part in some challenges. Andrew Livingston will be joining us in the evening for a speech and dinner.
Jo Mullan, Howdens joinery