B—Line is a company specialised in designer furnishings which, ever since its beginnings, has manufactured contemporary products along with evergreen icons from the past, such as Joe Colombo’s famous Boby storage trolley. Solid, transversal and flexible designs, the result of collaborations with international designers and of an exclusively Italian production.
B—Line is a company, brainchild of its founder, Giorgio Bordin, that restores life to several historical icons of design on the Italian scenario. These are works that have disappeared over the years, made obsolete by the unrelenting ferment of a market that is brimming with innovation. Of the products re-edited, some have made history “contaminating” many facets of art and design, such as Joe Colombo’s famous Boby.
From the very beginning, side by side with its re-editions, B—Line places contemporary furnishing accessories, resulting from collaborations with international designers. Tangible, factual and transversal projects that have the responsibility and honour to co-exist with the great cornerstones of design and to encourage, in terms of style and character, a smooth switch from home environments to working spaces and from outdoors to indoors, areas that are increasingly hybrid and mercurial, as demanded by contemporary lifestyles.
New logo designed by Studio Temp
13 November 2019

It is with pleasure that we are introducing you to the new B—Line logo designed by Studio Temp!

B—Line’s new image that will be officially presented in January 2020 with the launch of the new website, was created by the graphic studio founded by Fausto Giliberti, Guido Gregorio Daminelli and Marco Fasolini.

Hereunder is Studio Temp’s brief interview on their collaboration with B—Line:

For more than 10 years, until now, you have been involved with graphics in the world of publishing, art, fashion and music. How do you rate this first experience of yours in the world of furniture design and how is your perception of this sector as compared with the others in which you work?
For years we’ve been waiting for the opportunity to work on the visual identity of a furniture design brand. When working with design one can be radically daring, without too many compromises.
Complexity is extreme, there are many different elements to be considered, from moulds, to boxes, to vehicles, the catalogue etc. and it all allows a complete work to be done.

Furthermore, it is an environment linked to a pondered and planned industrial production, which therefore demands a very technical approach to communication. Other environments are much “faster”, while in the furniture design one must think in terms of projects lasting over the years.
What convinced you to accept this challenge?
First of all we love working in all the fields of graphic design: the most rewarding facet of our work is to be able to work with something different each day. With the B—Line property, we discovered common ideas and intents from the start. The fact that our contact with the company was promoted by art director Maddalena Casadei had already convinced us even before starting.

Were you conversant with the company before becoming involved in the project?
Yes, mainly because of Joe Colombo’s Boby, an iconic masterpiece that can be found in a great many designer and artist studios.

What reflections prompted the rebranding that you’re finalising together with the art director?
B—Line products are characterised by precise and strong aesthetics, so a clear and bold image was needed to represent them, in sharp contrast with the “cute” graphic design which by now is the standard for furniture design.

The new B—Line logo, instead, is somewhat different, as will be the website that the company will launch in January. Are you satisfied with the way in which the company has reacted to prompts?
Very much indeed, changing the logo is always a difficult process for a company. There can be instances where rebranding fails even before being implemented since the fear of change is too great. B—Line’s Giorgio Bordin, instead, immediately showed the courage of his conviction to change.

Three design objects that you have at home or at the studio.
At the studio we’ve got:
Snoopy, the lamp by Castiglioni for Flos,
Eames office armchairs for ICF,
The Grcic “Traffic” armchair for Magis.

For information and further material, please contact our press office and PR
Bianca Maria Bertolissi