The Brand Identity – Home of the Greatest in Graphic & Brand Design

OMOS designs, engineers and makes street furniture from its workshops in the Republic of Ireland, supplying benches, planters, bollards and cycle stands to councils, architects and landscape architects across the country and further afield. For its new identity, brand strategy and website, the company turned to Dublin-based branding and digital agency Studio Unthink.

OMOS had been known for the quality of its manufacturing for years, but lacked a sophisticated design language to support it. The category tends to brand for procurement, where utilitarian, catalogue-driven identities put the specification first. What the company asked for was a brand as considered as its products and as adaptable, working as confidently in print as on screen.

“OMOS already physically marks many of its products during manufacture, so rather than inventing a new visual language, we looked closely at what already existed,” Co-founder & Creative Director Noelle Cooper tells us. Those workshop markings became the identity’s starting point. The positioning sits alongside that: OMOS as a design-led partner shaping the public realm, not solely a manufacturer of the furniture that fills it. “Rather than feeling applied to the products, the brand becomes another part of the manufacturing process,” Cooper explains. “We were interested in creating a mark that felt like it genuinely belonged in the workshop,” she notes. The stencil-style typographic mark references the way products are identified throughout manufacture, and sits equally well stamped into steel, sprayed onto timber, etched into components or printed on paper.

“We knew quite early that the logo needed to feel engineered rather than illustrated,” Cooper continues, which is why Studio Unthink drew the letterforms with typographer Bobby Tannam instead of selecting an existing stencil typeface. Tannam made a variable tool for the process. “Being able to adjust the weight and width of the letterforms allowed us to explore exactly how much of the stencil construction was needed,” Cooper details. Iteration settled the proportions, the terminals and the placement of the stencil bridges, and refined the open joins that give the brand its modern edge. The logo was then redrawn as a bespoke mark.

“OMOS’ products often sit quietly within the public realm, so we wanted a colour palette that felt equally confident without becoming dominant,” Cooper explains. Drawn from finishes already found across the product range, the green introduces “a stronger point of recognition while remaining connected to the materials themselves,” she continues, and “also subtly references the parks, streets and civic spaces the furniture ultimately inhabits.” Charcoal and off-white give it a restrained canvas, in print and on screen alike.

“For many architects and landscape designers, specification drawings are one of the most frequent interactions they’ll have with a brand. We don’t see technical documentation as something separate from branding; it’s one of its most important expressions,” Cooper details. Working closely with the OMOS team, the studio rationalised the product catalogue and standardised the specification sheets, bringing consistent typography, hierarchy and page structure across them. The identity also appears on stationery, van livery and marketing materials, and the drawings now sit alongside all of it.

Built to work as a specification tool, the website makes product information, drawings and technical documentation reachable with minimal friction for architects and specifiers. Alongside them, editorial content and long-form case studies set out how OMOS thinks about designing public space at home and internationally. “Rather than treating these as separate audiences, we created a structure where technical information and storytelling naturally support one another,” Cooper notes.

“The biggest shift wasn’t just visual; it was perceptual,” Cooper adds. Internally, the identity has given the team a more coherent system to work with; externally, it has helped present OMOS in a way that reflects the precision behind what they make. “Rather than evolving what they already had, OMOS embraced a much more progressive identity that reflected where the business was heading rather than where it had been,” she concludes. “We never take that kind of confidence for granted.”