Dovetail rebrand by 999 Design

Office furniture dealership Dovetail Contract Furniture is launching a corporate rebrand at the Design Museum this evening, created by 999 Design in London.

Dovetail works with manufacturers including Knoll, Fritz Hansen and Vitra for clients such as the BBC, Deloitte and Swiss Re. The logo and strapline – ‘seamless thinking’ – were developed by 999 Design to promote the company as a ‘vital component’ in the design process, working alongside these manufacturers, clients and architects.

‘It was important to get the right connotations from the Dovetail name and steer away from traditional cabinet-making references,’ says Teresa Monachino, design director at 999 Design’s London office.

According to Dovetail managing director Ian Weddell, the company considered changing its name as part of the rebrand, but concluded that ‘Dovetail evokes a sense of craft, accuracy and cohesion’ and suggests ‘joining and connecting’.

999 Design has applied the visual identity to a range of media, including communications material, the Dovetail sales rooms, an ad campaign and a website at

Admission to the event is on a first-come, first-served basis and requires registration. See the site for details.

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