It takes confidence to say a lot with a little, as Metaklinika illustrates in its brand for Volumen

Volumen’s modest, considered identity proves that the ‘less is more’ adage rings with an everlasting truth. The furniture maker from Bosnia and Herzegovina creates sculptural and tactile pieces rooted in modernist tradition; each piece of furniture is beautiful, but moreover, it’s modular and functional. The brand’s entire range of offerings is devoid of ornamentation, and so is its identity, crafted by Belgrade-based branding agency, Metaklinika. The branding hinges on a solid, confident wordmark set in The Future by Klim Type Foundry. “The Future’s forms possess the perfect amount of balance, functionality and character. The Future (like Futura) is a ‘serifless roman’ and for that reason, it possesses a certain warmth in its flow of text, especially in the lowercase letters,” Creative Director Nenad Trifunović tells us. “Simplicity of construction and the lack of ornaments in this typeface are crucial for connecting it to the ideas of contemporary furniture design but also to the modernist principles in general.” Lacing the identity with a modernist flavour was important for Metaklinika – tying the visual language directly to the brand’s story – as was creating a brand that feels like it could have been around for decades. “For Volumen, our idea was to bring a sense of timelessness to the brand, as if it could have existed 20, 40 or even 60 years ago,” says Trifunović. The team also pulled ideas for graphic signatures from the construction of the furniture itself – each piece emphasises modularity and multifunctionality.