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Great Dane Logo

Great Dane

A new benchmark in Scandinavian Luxury
Brand Identity | Signage Design | Graphic Design | Interior Design


Great Dane and McCartney Design have worked in partnership over the past seven years in evolving the Great Dane brand. Although the brand started out as a source for Danish mid century modern furniture, it now embraces the wider idea of Scandinavian luxury. Our brief was to firstly evolve the Great Dane corporate identity and visual language to embrace this new territory, then to apply this to the showroom interior.


One of Scandinavia’s greatest luxuries is daylight, combined with the beauty of uncluttered open space. Across the new brand we utilised white, open space and natural light. The logo is carefully proportioned and is allowed to sit in a generous clear space. Similarly, the store layout takes advantage of the large, regular space to allow the merchandise and the brand to breathe.

The idea of layering suggests snugness. In the showroom there are different textures, with hanging quilts as a signature design element to divide and define spaces.Texture is carried through to the collateral with the uncoated grey against the toothy feel of the bright white paper stocks.

The sans serif font was chosen to complement the elegant simplicity of the furniture, and the addition of gold foil provided the final detail needed to add the luxury element.

McCartney Design’s beautifully simple approach has created a world of Scandinavian luxury.

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