Founded by CEO Christiane Lemieux and COO Britt Bunn, The Inside uses technologies like digital printing and 3D modeling to rethink the furniture-buying experience – customers can choose from a variety of furniture models and fabrics, then the company will make the furniture from scratch and deliver it within weeks.
The brand identity is based on a restricted range of colors and Burgess, the contemporary interpretation of Times by the London-based type foundry Colophon. It’s displayed for text and headings across the website. For all technical aspects of the furniture proposed by the company, Surt (Blaze Type) is used at small size in different weights. Last but not least, some sections like the Collaborations or the FAQ shows an elegant way to use Optima(Linotype) as a wordmark.