The new logo - another step forward

Deante is a brand with nearly 30 years of history. Where did the idea to change the identification come from? What was the reason for its introduction right now?

Wiktor Kołysko, Head of the Marketing Department at Deante: We'd been thinking about a change for some time. The Deante brand is constantly moving on, and customers increasingly associate Deante with high quality and larger-than-average design. The entire visual identification must follow this. So we decided to refresh it.

Deante has been in business for 30 years, and this is a great moment for reflections, summaries, and above all, plans for the future. Watching how the interior design market changes  - but also the approach to design, image, return to minimalism, etc. - we believe that we have chosen the best possible direction. We will celebrate the 30th anniversary next year. I am glad that we will start the next decade being well prepared, with a strong and recognizable brand.

Are we dealing with a revolution or rather an evolution? What has changed in the identification?

While designing the new identification of Deante, we took into account a number of concepts. Together with several creative teams, we looked at the Deante brand, and together we confirmed the company's most important values. The result is the change of the logo, which maintains brand recognition and refers to history. However, we have introduced more streamlined shapes, subtle roundedness, more saturated colour. The signet ring has also been refreshed. It still refers to the roots  -  the letters D and A which are the initials of the founder, Dariusz Antczak. In this subtle way, we emphasize that the most valuable for the company are people who create products, solutions, and the entire brand. At the same time, we are proud that Deante is a 100% Polish company.

Is this change of the image also reflected in the company’s other activities?

As a matter of fact, we can't talk about changing the image because this one is really good. We strongly focus on development and progress. This year, the company has changed its headquarters, and now all departments are located in a modern office building in Zgierz near Łódź. At the new location, there has been created the Research and Development Center, where the latest kitchen and bathroom solutions are designed and tested. It houses a laboratory where, using specialized tools, we verify the highest quality of products introduced to the market. As one of the few- if not the only ones! - we have a triple quality control system.

In recent years, in over a hundred bathroom showrooms all over Poland, there have appeared Deante’s great exhibition areas, where you can get to know the products before the purchase. They met with a very positive reception from our customers. Deante is increasingly associated with design and innovation among architects, designers, our clients, as well as people from the industry.

Where will the changes be implemented, and what will be their course?

Changing the visual identification is a process. Our logo is present in several hundred bathroom showrooms in Poland and around the world. It is present on products and packaging. It appears on all advertising materials. The changes we have already initiated will certainly take some more time and will be introduced systematically. Our current logo will still be visible in various places for some time. However, these are still the same great products, and we are proud of the brand we have been creating for 30 years.

What can we expect from Deante in the coming months and years?

In the coming days, during the Warsaw Home trade show in Nadarzyn, we will present the refreshed identification, but also the latest collections that we are currently introducing to the market. This includes Temisto series of fittings designed by the main designer of the brand, Michał Łój. It perfectly fits in with the current trend of loft interior design style, and at the same time surprises with its originality and character. The Warsaw Home trade show is also an ideal moment to signal the changes that are still ahead of us. For next, among other things, we plan to create a new website.

We are also aware that all changes take time. Also, time to change habits. Let's allow this time flow and the metamorphosis progress at its own pace. These are changes in the right direction.

Interviewed by Milena Ostrowska.