Beure is a nationwide luxury business supply company, which I created based around a paperclip I designed. Based on my research into the desires and needs of Beure’s target audience: American middle-upper class businessmen and women around 30-60 years old, the visual language of products that attract Beure’s desired audience, and the company’s mission and values, I sought to communicate professional quality, reliability, durability, sleekness, efficiency, and beauty.
The name for Beure reflects the target audience’s attraction and the company’s commitment to beauty and security; Beure was created by combining the words “beauty” and “secure.” Upon further research, I found the word “beure” means refashioned after evening in Brittany, France, embracing what the company represents.
The logo communicates strength and stability through the square, and beauty through the asymmetrical curve. It further communicates the security of Beure through the way the curve seems to encompass the square. The black or silver appearance of the logo communicates luxury and upscale business.