The Brand Identity

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Kurz redefine the foil swatch book with their beautifully functional and minimal 2020/21 Collection

German material giant Kurz has been at the creative and technological cutting edge since 1892, and London-based studio TM’s design of their 2020/21 swatch system maintains that tradition. Taking shape as a square foil-wrapped book constructed from Fedrigoni papers with lay-flat glue binding, the Kurz Collection 2020/21 features 55 of the company’s finest foils, curated specifically for the UK’s design industry. Johnny Tsevdos and Danny McNeil, the founders of TM, explain to us that “we see this as forming the first of a series of swatch books and other promotional pieces”, which “will become essential tools for any creative or specifier”.

Through this 2020/21 swatch system, TM has realigned Kurz with the market they sell into, telling us that “Kurz was established as a business to produce gold leaf and to this day their materials are used to give a sense of luxury and discerning sophistication”. Despite this, however, TM explain that their “marketing exercises have done very little to express that” and have forced the company to exist in the blind spot of the design industry for many years.

The design of the swatch book is minimally but enigmatically crafted with two key elements; type and shape. The typographic choice of Neue Haas Unica provides a robust foundation for the design, giving it a timeless function and sophistication. It’s paired with a rectangle, which with its central positioning throughout the book, is used as a graphic device to champion and showcase each of the 55 foils. Through these straightforward, considered and contemporary design choices, TM’s work successfully reestablishes Kurz as a ‘design-first creative manufacturer’.

If you’re a UK-based creative or specifier and would like a copy of the Kurz Collection 2020/21, reach out via email on [email protected].


Design: TM
Typeface: Neue Haas Unica by Monotype
Paper: Fedrigoni Splendorlux / Fedrigoni Symbol Tatami / Fedrigoni Sirio Ultra Black

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