Blair Hodge’s proudly precise identity for Niko shares the furniture brand’s mid-century philosophy

Established in 1967, Finnish homeware company Niko was founded with the modernist intention of providing powerful interior design that champions both form and function. Bringing a contemporary update to the brand, London-based creative Blair Hodge developed Niko’s identity around the conceptual maxim ‘the future of comfort is modular.’ The collaboration embraces the company’s earnest, salient philosophy, built on strong, striking and consistent graphic elements – notably its muted Scandinavian-inspired colours and typographic choices. “Royal Theatre Serif has been chosen as the primary typeface,” Hodge tells us, discussing the use of Playtype’s serif. “This felt right for a brand that wants to combine modernity and retain its heritage,” he continues, also bringing in Basis Grotesque from Colophon Foundry to convey the precision and accuracy of a manufacturing workshop, alongside the elegance of the furniture itself. Niko’s unique mix of sophistication and artistry, as well as the crafted nature of the brand, is further expressed by the bespoke lettering of Niko’s wordmark. “We designed the lettering for the Niko wordmark with the idea of making it appear as a symbol,” he details, especially when set vertically. “By keeping the letterforms sans serif,” Hodge concludes, “we were able to stack them neatly,” resulting in a semi-kaleidoscopic, alluring mark inspired by the stackable nature of Niko’s furniture.