10 Years of Icons | The New Decade

Welcome to the new Icons.

As we continue to grow the Icons of Denmark family (hej to the new Danish team!), we want our brand to reflect best who we are, and where we’re headed.

This year we celebrate ten years in business, which seems like the perfect time to show you our transformation.

Just as people and companies grow, so do brands. We’ve grown ours over the last ten years through inspiring products, a collaborative culture, and working alongside an incredible community of interior and product designers.

The last year has brought huge new changes – from moving our furniture production back to Denmark, creating multiple new product families and working on some of 2018’s most interesting projects.

Today, we’re taking a definitive step with a new identity for Icons. This marks the next chapter in our ongoing mission to enrich people’s lives at work. Thanks to our dealers and clients for inspiring this important change!


The New Black.

At the heart of our rebrand is a core focus on our partners and the values we’ve built around furniture, design and workplace. When spaces are designed with furniture that matches the needs and behaviours of workplace users, we believe it enriches both the company and its staff.

This is really where the new logo finds its importance – in the circle and square. When creating spaces, both the product designers and interior designers with whom we collaborate use straight and curved geometries to create iconic new forms and spaces. We think it perfectly sums up Icons, furniture and the future of the workplace.

Starting today, you’ll see these exciting changes rolling out across our platforms (if you don’t follow us yet, now might be a good time!) and gradually over the coming months with our new lookbook.

With new product launches and events this year, there is much more to come – watch this (work)space and onward, team!